Uganda Tourism Board (UTB) joined government and football officials at the launch of a landmark four-year commercialisation strategy for the country’s top women’s football league, signalling growing institutional support for women’s sport as a driver of tourism and national brand development.
The Federation of Uganda Football Associations (FUFA) unveiled its Women Super League Commercialisation Strategy at Imperial Royale Hotel, presenting financial projections that target cumulative revenue of Shs3.2 billion by 2029, up from the current annual funding of Shs2 billion provided by title sponsor Finance Trust Bank.
FUFA President Moses Magogo Hassim outlined the plan’s four strategic pillars, revenue generation, media visibility, brand development, and league quality, as the foundation for shifting the league from subsidy dependence to long-term commercial sustainability. The strategy projects annual revenue rising from Shs1.2 billion in 2026 to Shs3.2 billion in 2029, with income streams spanning sponsorships, merchandise, ticket sales, broadcast rights, and digital subscriptions.
The initiative has attracted significant international backing. FIFA’s Head of Development Programmes for Africa, Solomon Mudege, described the strategy as a game changer for monetising commercial rights in women’s football, while FIFA Lead for Women’s Football Development in Africa, Doreen Nabwire, highlighted the continent’s growth trajectory and FIFA’s commitment to building talent pathways. The commercialisation plan, which is being piloted by FIFA in Uganda and Romania, sets targets including 2.5 million media impressions and full club compliance with licensing regulations.
UTB representatives participated in a panel discussion on investing in women’s sport, examining partnership models and corporate support mechanisms for the 2026 season and beyond. The Board views women’s football as a strategic platform for positioning Uganda as a competitive sports tourism destination on the African continent and beyond.
“This commercialisation strategy is a powerful win for Brand Uganda. By professionalising women’s football, we are not just supporting an athletic league, we are cultivating a vibrant sports tourism product,” said Dr. Gessa Simplicious, Head of Public Relations at UTB. “The grit and talent of our female athletes are among our nation’s greatest assets, and through this partnership, we see a golden opportunity to showcase the beauty of the Pearl of Africa to the global football community and the millions of fans who follow the beautiful game.”
Uganda Tourism Board remains committed to forging partnerships that advance Uganda’s profile as a dynamic, multifaceted destination. The Board encourages tourism stakeholders, corporate partners, and sports enthusiasts to support and follow the Women Super League as it enters this exciting new era of growth and professionalisation.