Under the terms of the new deal, Uganda's official tourism brand, “Explore Uganda – The Pearl of Africa,” will be prominently featured on the match kits of VfB Einheit zu Pankow’s first men's team and its G2 youth squad.
The memorandum of understanding was officially signed in the Pankow district of Berlin by Danny Ssozi, the Ugandan embassy's chargé d'affaires ad interim, who was accompanied by Jessica Namuddu, a second secretary at the mission.
Tapping into the German Market
Germany currently stands as one of Uganda’s most crucial source markets for European tourists.
The Ugandan embassy highlighted that the collaboration extends beyond mere advertising. Officials expect the deal to foster deeper people-to-people ties between the two nations, providing the diplomatic mission with a unique avenue to engage with young people and integrate into local communities across Berlin.
A Broader Tourism Push
This localized sports marketing effort in Germany mirrors a wider push by the Ugandan government to use football as a vehicle for tourism growth. Just days prior, the Uganda Tourism Board sealed a landmark agreement with the Confederation of African Football (CAF) to feature the "Explore Uganda" brand across digital and broadcast platforms during the upcoming TotalEnergies CAF AFCON PAMOJA 2027 tournament, which Uganda will co-host.
The country's tourism sector has been experiencing a strong post-pandemic rebound. According to mid-year figures from the Ministry of Tourism, Wildlife and Antiquities, Uganda welcomed nearly 740,000 international visitors between January and June of 2026, with tourism receipts rising significantly. By embedding the "Pearl of Africa" brand into the fabric of German grassroots football, Uganda hopes to turn matchday spectators into future international visitors.
