Uganda Tourism Board partners with Champions Hockey League

The Uganda Tourism Board (UTB) has entered into a marketing partnership with the Swiss-based Champions Hockey League (CHL) to promote the ‘Explore Uganda’ brand. The agreement, supported by the Embassy of Uganda in Switzerland, aims to showcase the country’s wildlife, landscapes, and cultural experiences to ice hockey fans during the 2026/27 season.

Through the ‘CHL x Uganda’ branding, the campaign will utilize stadium advertising, television broadcasts, and social media to reach millions of viewers across Europe and other regions. The partnership seeks to target specific outbound tourism markets, including Switzerland, to increase visitor interest, bookings, and longer stays. Additionally, the initiative aims to promote Uganda’s growing Meetings, Incentives, Conferences, and Exhibitions (MICE) sector to international travelers and decision-makers.