Uganda partners with Champions Hockey League to boost tourism

Uganda has signed a one-year sponsorship deal with the Champions Hockey League (CHL), Europe’s premier club ice hockey competition, to attract Swiss and European travelers. The agreement, which covers the 2026-27 season, was negotiated by the Embassy of Uganda in Switzerland and the Uganda Tourism Board (UTB), with brokering by Infront Sports & Media.

Under the partnership, the ‘Explore Uganda’ brand will be promoted through stadium advertising, television broadcasts, and social media during CHL games. The initiative targets the significant ice hockey fanbase in Switzerland, where approximately 32 per cent of the population identifies as fans, and nearly 65 per cent of those fans list travel as a hobby.

This marketing effort is a component of Uganda’s Tenfold Growth Strategy, which aims to expand the national economy from $50 billion to $500 billion by 2040. Tourism is a central pillar of this framework, with the government targeting $5 billion in tourism revenue by the 2028/29 financial year and seeking to significantly increase international arrivals.