Uganda has entered into a strategic alliance with Infront Sports & Media to promote its travel sector through ice hockey in Switzerland. Nile Post reports that the Uganda Embassy in Bern and the Uganda Tourism Board spearheaded this initiative. The goal is to position the East African nation as a top destination for sports enthusiasts in the Swiss and wider European markets.
Under the terms of the agreement, the “Explore Uganda” brand will appear during Champions Hockey League fixtures. Nile Post details that this visibility will be achieved through stadium signage, social media campaigns, and television coverage. The move complements existing marketing efforts by broadening the country’s international profile and diversifying its tourist source markets.
The choice of ice hockey is grounded in demographic data cited in the announcement. Nile Post notes that roughly 32 percent of Switzerland’s residents follow the sport. Additionally, nearly 65 percent of these followers enjoy traveling, making them a prime target for tourism campaigns. The league’s reach extends beyond national borders, with previous seasons drawing a combined TV audience of about 153 million people across 53 regions.
Robert Marcel Tibaleka, Uganda’s envoy to Switzerland, framed the sport as a diplomatic bridge. He suggested that the game’s popularity provides a novel way to share Uganda’s narrative and invite visitors to explore its natural and cultural assets. Idda Wadda, who leads legal and corporate affairs at the tourism board, stated that the partnership aims to translate this exposure into tangible visitor interest.
This collaboration marks a shift toward using major sporting events as marketing channels rather than relying on conventional advertising. By aligning with a prominent European competition, the embassy and tourism board hope to draw travelers interested in adventure and nature. The strategy seeks to bolster Uganda’s standing in the Swiss market while extending its promotional reach to a broader global audience.