One-year strategic partnership will use the reach of European club ice hockey to showcase Uganda’s tourism offering across Switzerland
Zug, Switzerland – The Embassy of Uganda to the Swiss Confederation together with the Uganda Tourism Board (UTB) has concluded a landmark strategic partnership with the Champions Hockey League (CHL), designed to showcase the country as a travel destination among audiences across Switzerland for the 2026/27 season.
The one-year agreement followed the proactive engagement by the Embassy with Infront, the CHL’s exclusive media and marketing partner. This partnership will give Uganda a nationwide platform in Switzerland, supported by visibility and activations throughout the CHL season. The agreement reflects the commitment to deepen economic and commercial ties between Uganda and Switzerland, and to open new channels to European audiences.
The partnership is also consistent with Uganda Tourism Board’s long-term goal to turn increased destination awareness into visitor growth. Swiss ice hockey audiences will now be introduced to Uganda’s tourism offering and experiences, with planned activations using the reach and engagement of sport to build awareness and present Uganda as an authentic travellers’ paradise.
Commenting on the partnership, Amb. Robert Marcel Tibaleka, Uganda’s Ambassador to Switzerland, said: "We are proud that the dialogue initiated by the Embassy with Infront has culminated in this partnership. Sport is a powerful bridge between nations, and the passion and reach of ice hockey across Switzerland offers a compelling platform for telling Uganda's story, our wildlife, landscapes, culture and hospitality. This agreement speaks to the warmth and depth of Uganda–Switzerland relations, and we look forward to welcoming more Swiss travellers to discover our country."
Ms. Juliana Kaggwa, the Chief Executive Officer of UTB said: “Switzerland is a strategic market for Uganda, and sport offers us an engaging way to reach audiences nationwide. Uganda’s wildlife, landscapes, culture and hospitality make it a truly distinctive destination, and this partnership will bring that story closer to Swiss travellers.”
Fadri Holinger, Director of Operations & Sport at the Champions Hockey League said: "We welcome the Uganda Tourism Board as a partner in the Swiss market for the 2026/27 season. The partnership demonstrates how the CHL platform can be used to connect partners with ice hockey audiences in specific European markets."
Michael Witta, Senior Vice President Marketing Sales and Services at Infront said: “Sport can help destinations turn visibility into meaningful engagement. This partnership shows how a non-traditional sponsorship can connect a clear tourism objective with the reach and passion of ice hockey, creating value beyond conventional advertising.”
About Uganda
Uganda, known as the Pearl of Africa, is a stunningly diverse country in East Africa, famous for its rich landscapes, abundant wildlife, and warm hospitality. Its natural beauty includes the majestic Rwenzori Mountains, Lake Victoria, the source of the River Nile, and abundant flora and fauna. Uganda is a biodiversity hotspot, home to mountain gorillas, Africa’s Big Seven, and over 1,000 bird species. Culturally, Uganda boasts over 56 ethnic groups, each with unique traditions and languages. With its unspoiled wilderness, vibrant cities, and deep cultural heritage, Uganda offers a captivating experience for every traveller. Explore Uganda
/Images-Logos/ICON-LEAGUE.jpg){kind=icon}