Berlin, Germany | 1 November 2026
Uganda is strengthening its visibility in the German tourism market through a three-year partnership between the Embassy of Uganda in Berlin and German football club VfB Einheit zu Pankow, leveraging the popularity of football to promote the country as a tourism destination.
The partnership was formalised through the signing of a Memorandum of Understanding (MoU) by Ambassador Danny Ssozi, Charge d’Affaires a.i. at the Embassy of Uganda in Berlin, accompanied by Ms. Jessica Namuddu, Second Secretary, during a ceremony held in Berlin’s Pankow district.
Under the agreement, Uganda’s destination brand, Explore Uganda – The Pearl of Africa, will feature on the kits of VfB Pankow’s first men’s team and G2 youth team, providing an opportunity to showcase Uganda to football fans, local communities, and wider audiences across Germany.
The initiative presents an innovative platform for destination marketing, using sport to create awareness of Uganda’s tourism potential, promote its unique attractions and experiences, and inspire more German travelers to visit the Pearl of Africa.
Beyond tourism visibility, the partnership seeks to strengthen people-to-people connections between Uganda and Germany, particularly through youth engagement and community interaction.
The 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 embody more than a century of football heritage and community spirit in the district.
The partnership aligns with Uganda’s continued efforts to diversify its international destination marketing platforms and strengthen its presence in key source markets. Through the Explore Uganda brand, the country continues to position itself internationally by showcasing its rich biodiversity, wildlife, adventure experiences, cultural heritage and warm hospitality.
Uganda Tourism Board welcomes initiatives that create innovative opportunities to amplify the country’s tourism brand internationally and strengthen Uganda’s positioning as a distinctive and competitive tourism destination.
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