Uganda Embassy in Berlin partners with German club to promote tourism through football
David GOMBE
The Embassy of the Republic of Uganda in Berlin has entered into a three-year partnership with German football club VfB Einheit zu Pankow to promote Uganda as a leading tourism destination in Germany.
The partnership leverages the popularity of football to increase Uganda’s international visibility and strengthen people-to-people relations between the two countries.
The Memorandum of Understanding (MoU) was signed by Ambassador Danny Ssozi, Charge d’Affaires a.i. of the Embassy of Uganda in Berlin, accompanied by Ms. Jessica Namuddu, Second Secretary, and representatives of VfB Einheit zu Pankow at an event held in the Berlin district of Pankow.
Under the agreement, Uganda’s tourism brand, “Explore Uganda The Pearl of Africa,” will feature on the playing kits of the club’s first men’s team and G2 youth team.
The branding initiative is expected to expose Uganda’s tourism attractions to football supporters, local residents and wider audiences across Germany, creating new opportunities to generate awareness and interest in travel to Uganda.
The Embassy said the partnership reflects Uganda’s growing commitment to adopting innovative and community-driven approaches to destination marketing, using sport as a strategic platform for tourism promotion, cultural exchange and international engagement.
By associating Uganda’s tourism identity with a well-established local football institution, the Embassy seeks to connect with diverse audiences, particularly young people, and introduce them to Uganda’s unique tourism experiences.
Beyond destination marketing, the collaboration provides a platform for strengthening Uganda-Germany relations through grassroots engagement, youth participation and shared sporting interests. It also creates opportunities for greater interaction between Ugandan and German communities, demonstrating how sport can contribute to cultural diplomacy and closer bilateral cooperation.
The MoU signing coincided with the historic Pankow derby between VfB Einheit zu Pankow and FC Concordia Wilhelmsruh. Founded in 1893 and 1895 respectively, the two clubs represent more than a century of football heritage and community involvement in the Pankow district.
The Embassy expressed optimism that the three-year partnership will deliver sustained visibility for Uganda’s tourism brand while building meaningful connections with German football supporters and the wider community.
The initiative forms part of Uganda’s broader efforts to diversify its tourism promotion channels, strengthen its presence in international markets and position the country as an attractive destination for nature-based tourism, wildlife experiences, adventure, culture and heritage.
Through this partnership, Uganda is taking its tourism message beyond traditional marketing platforms and into the heart of local communities, demonstrating that football can be more than a game it can also be a powerful vehicle for tourism promotion, cultural diplomacy and international friendship.