Uganda has signed a one-year sponsorship deal with the Champions Hockey League (CHL) for the 2026โ27 season to promote its tourism attractions and attract high-spending Swiss travellers.
Negotiated by the Ugandan Embassy in Switzerland and the Uganda Tourism Board (UTB), the partnership will showcase the โExplore Ugandaโ brand at hockey games, on television and across social media, reaching international audiences.
Ugandaโs Ambassador to Switzerland, Robert Marcel Tibaleka, said the partnership would use the popularity of ice hockey to promote the countryโs wildlife, landscapes and culture. UTBโs Head of Legal and Corporate Affairs, Idda Wadda, expressed hope that the campaign would translate into increased tourist arrivals.
The initiative supports the governmentโs Tenfold Growth Strategy, which aims to grow Ugandaโs economy from approximately $50 billion to $500 billion by 2040, with tourism targeted to contribute $50 billion.
The sponsorship builds on Ugandaโs ongoing promotional efforts in Switzerland, including advertisements on Zurichโs trams, promotional videos at the cityโs main railway station and participation in the FESPO travel fair.
Through these partnerships, Uganda aims to increase international visibility, attract more Swiss visitors and boost tourism earnings.
