Uganda: Uganda Inks Deal With Europe's Top Ice Hockey League to Lure Swiss Tourists
[Independent (Kampala)] Zurich -- Uganda has signed a one-year sponsorship deal with the Champions Hockey League (CHL), Europe's top club ice hockey competition, as it steps up efforts to attract high-spending Swiss travellers under the government's Tenfold Growth Strategy.
Uganda has entered into a one-year sponsorship agreement with Europe's premier club ice hockey league, the Champions Hockey League (CHL), in a bid to attract high-spending Swiss tourists as part of the government's Tenfold Growth Strategy. The deal, which covers the 2026-27 season, was negotiated by the Embassy of Uganda in Switzerland, the Uganda Tourism Board (UTB), and Infront Sports & Media, the sports marketing agency handling the league's media and marketing rights.
The Explore Uganda brand will be featured at CHL games, on television and social media during the season. Switzerland's significant ice hockey fan base, with 32% of its population reportedly being fans and 65% of them being travelers, makes the CHL an ideal platform for Uganda to showcase its attractions to potential tourists. The deal aligns with Uganda's government strategy to diversify its economy and boost tourism, which is seen as one of the four key pillars of the Tenfold Growth Strategy.
Government expects tourism to contribute about $50 billion to Uganda's economy by 2040 and targets a fivefold increase in tourist arrivals by the 2028/29 financial year. So far, Uganda has earned about $1.7 billion from tourism in 2025, with international arrivals reaching 1.65 million, up from 1.3 million the previous year.
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