Uganda is leveraging football to promote its tourism industry in Germany following a three-year partnership between the Embassy of Uganda in Berlin and German football club VfB Einheit zu Pankow.

The partnership, formalised through a Memorandum of Understanding (MoU), will see Uganda’s “Explore Uganda – The Pearl of Africa” tourism brand featured on the kits of the club’s first men’s team and G2 youth team.

The initiative aims to increase Uganda’s visibility as a tourism destination, engage German communities and strengthen people-to-people relations between Uganda and Germany.

Through the partnership, Uganda hopes to tap into football’s broad appeal to introduce more German audiences to the country’s tourism attractions, including its wildlife, natural landscapes and cultural heritage.

The agreement forms part of Uganda’s broader efforts to promote the country as a preferred destination for international visitors and strengthen its tourism ties with European markets.

By combining sports and tourism promotion, the Embassy seeks to turn football into a platform for cultural exchange, destination marketing and stronger bilateral relations.