Uganda is turning to grassroots football in Germany to promote its tourism attractions after the country’s embassy in Berlin signed a three-year sponsorship agreement with amateur club VfB Einheit zu Pankow.
The partnership will see the “Explore Uganda – The Pearl of Africa” tourism brand displayed on the kits of the club’s first men’s team and G2 youth team.
The agreement was signed on November 1, with the embassy saying the initiative would use football to increase Uganda’s visibility, attract visitors and strengthen relations between Ugandan and German communities.
In a statement published on November 2, the Uganda Embassy in Berlin said the partnership would provide an opportunity to engage local communities and promote the country as a tourism destination.
The deal comes as Uganda seeks to grow its share of the European tourism market, with Germany among its key source markets. The country recorded approximately 1.64 million tourist arrivals in 2025.
The choice of VfB Einheit zu Pankow, an eighth-tier German club, has however triggered debate on social media, with some questioning whether a partnership with a lower-league side can deliver significant international exposure.
One user, posting under the name Mr Hange, alleged that the arrangement was secured for personal benefit by a Ugandan official sent to Germany to negotiate a major tourism sponsorship. The user did not provide evidence to substantiate the claim.
Others have contrasted the deal with Rwanda’s sponsorship arrangements involving prominent European football clubs such as Arsenal and Paris Saint-Germain.
The Ugandan Embassy has defended the initiative as a community-based approach to destination marketing, saying it is intended to leverage football to reach audiences and build people-to-people connections between Uganda and Germany.
The agreement adds football to Uganda’s tourism promotion efforts, which seek to position the country as a destination for wildlife, culture and other attractions.
