The Ugandan Embassy in Berlin has signed a three-year sponsorship agreement with German amateur football club VfB Einheit zu Pankow as part of efforts to promote the country’s tourism brand in Europe.
Under the agreement, signed on November 1, the “Explore Uganda – The Pearl of Africa” brand will appear on the playing kits of the club’s first men’s team and G2 youth team.
The embassy said the partnership would use football to increase Uganda’s visibility in Germany, attract potential visitors and strengthen people-to-people relations between the two countries.
In a statement posted on November 2, the embassy said the arrangement would provide an opportunity to engage local communities and promote Uganda as a tourism destination through the club’s football activities.
Chargé d’Affaires Danny Ssozi is among the officials involved in the embassy’s tourism promotion efforts in Germany, which is considered one of Uganda’s key European source markets.
The partnership comes as Uganda seeks to increase international tourist arrivals. The country received approximately 1.64 million visitors in 2025, according to figures cited in the announcement.
The embassy has presented the German arrangement as a community-focused partnership intended to reach audiences beyond the traditional channels of destination marketing.
