Uganda Tourism Board partners with major European ice hockey league

Uganda has reached an agreement with the Swiss-based Champions Hockey League to promote the country’s tourism offering to ice hockey fans during the league’s the 2026/27 season. 

The Uganda Tourism Board (UTB) and Embassy of Uganda in Switzerland collaborated to conclude the tourism marketing partnership that enables the ‘Explore Uganda’ brand to be exposed through stadium advertising, television and social media. 

“The campaign will introduce potential visitors to our extraordinary wildlife, diverse landscapes and rich cultural experiences, inviting fans to discover adventures beyond the game,” says the Uganda Tourism Board in a LinkedIn post. 

“Switzerland presents a valuable opportunity to engage travellers seeking memorable holiday experiences. Our ambition is to turn this visibility into interest, bookings and more visitors choosing to explore Uganda. 

“This partnership supports our efforts to reach new audiences, encourage longer stays and grow Uganda’s tourism earnings.” 
 

League is not exclusively Swiss 

Although it is based in Switzerland and organised under Swiss law, the Champions Hockey League is not exclusive to Switzerland. The tournament features top ice hockey teams from leagues across Europe – among them Denmark, France, Norway, Poland and the United Kingdom. 

Says Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board: “Switzerland is a strategic market for Uganda, and sport offers us an engaging way to reach audiences nationwide. Uganda’s wildlife, landscapes, culture and hospitality make it a truly distinctive destination, and this partnership will bring that story closer to Swiss travellers.” 

Comments Business of Sports Africa, an independent platform covering the African sports economy: “The partnership is a different approach from the increasingly common African tourism strategy of attaching a destination to a major football club … Instead of buying global reach, Uganda is buying access to a specific outbound tourism market through a sport with an established following there.”