Nsereko H KAWUMA
In 2004, Ugandan football suffered a major setback following the infamous Villa–Akol incident, which cast a shadow over the game’s integrity. Disillusioned by the controversy and ongoing mismanagement, many fans distanced themselves from the game, abandoning the stadiums that were once packed with passionate supporters.
This exodus marked the beginning of a troubling decline. Concerns grew among football lovers as it became evident that a new generation, unfamiliar with the golden days of Ugandan football, was growing up disconnected from the local game.
Traditional media which was once the primary source of football news through radio, TV, and newspapers also saw a drop in influence, especially among the youth. Social media had taken over, but unfortunately, Ugandan football initially failed to ride on this digital wave.
That changed in 2015 when KCCA FC led a bold shift toward social media engagement under the leadership of Julius Kabugo (Club Chairman), David Tamale (CEO) and Clive Kyazze (Head of Communications).
With a clear digital strategy, KCCA FC began posting regular updates, match previews, behind-the-scenes content and engaging with fans directly on platforms like Facebook and Twitter (now X). The results were tangible when more young fans began following the club, attending matches, and proudly representing their team online.
Following KCCA’s success, other clubs like Vipers SC quickly followed suit, appointing digital-savvy communicators like Abdul Wasike, who was widely known for his bold online presence. Before long, nearly every club in the StarTimes Uganda Premier League (UPL), FUFA Big League, Regional Leagues embraced social media as a vital communication and marketing tool. Today, it’s easy to access updates, match results, player interviews, and live game commentary directly from a club’s official social media pages.
This shift has opened the doors for Gen Z, Uganda’s most digital generation to reconnect with the local game. Platforms like X (Twitter) and Facebook have become hotspots for club banter, matchday hype and fan-driven content. Hashtags such as #StarTimesUPL, #AllanOkello, #KCCAFC, and #VipersSC regularly trend, sparking debates and engaging a broader audience.
Matchdays have become more than just on field events as they’re now digital spectacles with fans creating memes, live-tweeting games and forming online ultras or die-hard supporters who aggressively promote their teams while mocking rivals. This culture of digital banter and fandom has not only revived interest but also educated previously unaware fans about clubs, players, coaches and football history.
Even FUFA (Federation of Uganda Football Associations) joined the movement, setting a strong example by creating and maintaining active accounts on Facebook, X, Instagram, TikTok, WhatsApp Channels, and even email newsletters. Their consistent updates on various Federation activities like National teams, administration, capacity building just to mention help foster a stronger connection with the public.
In conclusion, social media has breathed new life into Ugandan football, especially among Gen Z fans. Clubs and stakeholders must continue leveraging these platforms to grow their fan bases, tell their stories and cultivate a digital culture around the beautiful game.
If done right, this generation could become the most passionate and informed group of Ugandan football fans yet.
