Football Commercialization: Uganda Premier League lures brands marketing gurus, visit different stadia & clubs

Ann Handley, an award winning motivational speaker, a Wall Street journal bestselling author and a partner at Marketing Profs is remarkably spot-on when she opens up about promotional gimmicks and generally marketing.

‘Great marketing starts with great stories. Be unique, inspire and connect’ Handley is remarkably quoted.

This is the same notion that the FUFA Super League Limited (FSLL) whose premier product, StarTimes Uganda Premier League is fronted.

The UPL is a viable lucrative product that brings together the 16 elite clubs in the top flight division of Uganda’s pyramid.

This league, now at the final bend of the 2025/26 season enjoys quality airtime across the different media platforms with Pay TV StarTimes leading the way for live television broadcasts via Sanyuka Television with feed to FUFA TV.

Others avenues as Radios, Print and the sprouting Online platforms also give the UPL equal relevance.

It is upon this rich background that the FSLL have sought for cardinal strategic partnership with the Uganda Marketers Society (UMS) to further promote and market the Ugandan league to the different corporate brands.

On Saturday, 21st March 2026, it was a domestic tour around the different sports Arenas (facilities) and some clubs that feature in the StarTimes Uganda Premier League.

This tour involved officials from the FSLL led by Jovin Jenkins Matovu (UPL chief marketing officer),  Charity Winnie Kamusiime Asiimwe (Uganda Marketers Society president), different marketing heads and brand representatives.

From the assembly point Zimbali (along Lumumba Avenue), the marketers toured the MTN Omondi stadium – Lugogo, Hamz stadium (Nakivubo War memorial grounds), FUFA Stadium – Kadiba, Police stadium – Kira Road in Kamwokya and finally at the gigantic Mandela National Stadium – Namboole.

More stadia around the country will be visited at the opportune timing and convivence.

The key purpose of this tour was to give the marketers a hands-on experience of the sports amenities, the opportunities that would accrue from associating with the different clubs in the box and the awesome positional points for the brands in and out of the sports stadia.

“The Uganda Marketers Society in partnership with the Uganda Premier League is privileged to have such a domestic tour around the different stadia as the different marketers and brand representatives have a hands-on experience and learn more about football” Kamusiime, president of UMS remarked.

The marketers and brand representatives were briefed about the history of the sports facilities visited, seating capacity, on-going renovations, modifications and future plans, opportunities of brand placements among others.

“This stadia tour was well planned and intended to help the clubs meet up the different marketers from the different companies. This is just the start as more engagements will definitely yield future rewards” Matovu, the UPL chief commercial officer (CCO) noted.

The companies involved included banking institutions, insurance firms, foods and beverage companies and Vision Fund Uganda.

Ugandan clubs can also exploit opportunities from Telecommunication companies, energy, security, aviation as well as Gaming firms.

Uganda Revenue Authority (URA) Football Club is humbled to receive a group of marketers and brand representatives from the Uganda Marketers Society. This is a great platform to interface as we lure the corporates to the beautiful game. This comes along with very many opportunities as we professionalize the game.

Allan Tarsis Munaaba (ATM), Chief Executive Officer of Uganda Revenue Authority Football Club

Kampala Capital City Authority (KCCA) Football Club is privileged to engage with the marketers from the different companies. This is a great opportunity to exploit all the spaces that the club has to offer from branding the club merchandise to the facility at Lugogo and other platforms. It is a source of additional revenue generation for this mighty club.

Joshua Nagenda, Business Development Manager at KCCA Football Club

The FUFA Stadium – Kadiba is welcome to associate with the different company brands as we forge long-lasting partnerships and grow the beautiful game of football both in the short and long term tenures.

Sumaya Hood Kiwanuka, FUFA Stadium – Kadiba manager

*Photography: StarTimes Uganda Premier League and Uganda Marketing Society

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