Uganda’s three-year tourism sponsorship deal with a little-known German football club playing in the eighth tier of the country’s football league system has sparked mixed reactions on social media, with some users welcoming it as a starting point for promoting the country while others question its potential reach and value.
The agreement, signed by Uganda’s embassy in Germany and VfB Einheit zu Pankow, will see the country’s “Explore Uganda – The Pearl of Africa” tourism brand displayed on the kits of the club’s first men’s team and its G2 youth team.
However, news of the partnership has drawn criticism from some Ugandans, who argue that the country should have targeted a more prominent club with a larger following and greater international visibility.
One X user pointed out that VfB Einheit zu Pankow competes in the Bezirksliga Berlin, the eighth tier of German football, describing the partnership as an underwhelming milestone.
“This is not a great milestone. We can do better. At least they would have gone for an EFL club like Swansea, Blackburn, Wrexham United, etc., not that unknown German club,” the user wrote.
Another questioned the club’s ability to expose Uganda’s tourism brand to a wider audience, arguing that a team competing at that level has limited television coverage and international media attention.
“Before we all get excited, VfB Einheit zu Pankow plays in the Bezirksliga. It’s the eighth tier of German football. They play on amateur grounds in front of local crowds, with zero TV broadcast reach or international media presence,” the user wrote.
The user added that the deal would only make sense if it came at a very low cost, given the size of the global sports tourism market.
Others compared Uganda’s partnership with Rwanda’s sports marketing strategy, which has included sponsorship arrangements with major European football clubs such as Arsenal and Paris Saint-Germain.
One user said the deal was a reasonable beginning, arguing that Uganda could build on it and eventually secure partnerships with bigger clubs.
“I hate Uganda tourism, but this is a good start to create trust within Germany. After that, Uganda should go up. Rwanda went from Arsenal to PSG and now Aston Villa,” the user wrote.
Another was less impressed, sarcastically suggesting that Uganda’s next sponsorship target should be Grimsby Town or Fleetwood Town, English clubs that also compete outside the top tiers.
“Signing a deal with a team playing Sunday league football while Rwanda goes for Champions League finalists is quite a testament to the tremendous work done by the technocrats of our ministries,” another user wrote.
The debate has largely centred on whether the partnership offers sufficient exposure to justify the investment, with critics questioning the club’s international reach while supporters view it as an initial step towards building Uganda’s tourism profile in Germany.
