European ice hockey’s top-tier Champions Hockey League (CHL) has announced a new regional partnership with the Ugandan Tourism Board (UTB) for the 2026-27 season.
The one-year agreement will see the UTB showcase the country as a travel destination among audiences in Switzerland, with Swiss ice hockey audiences introduced to the East African country’s tourism offering and experiences, with planned activations throughout the season.
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The deal, struck with the Embassy of Uganda to the Swiss Confederation, was brokered by CHL’s media and marketing partner Infront, the international sports marketing agency.
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 travelers to discover our country."
The new agreement continues a growing trend within tourism boards to secure commercial partnerships within sports to showcase their countries to fans.
The most high-profile partnership came in 2018 between English soccer club Arsenal, which held an eight-year agreement with the Visit Rwanda tourism board. The club currently has a new partnership in place with the Saint Lucia Tourism Authority.
The Bermuda Tourism Authority, meanwhile, has a co-title sponsorship in place for an event within golf’s PGA Tour and serves as a sponsor of the US SailGP outfit.
The Experience Abu Dhabi tourism body, meanwhile, has agreements with the Boston Celtics NBA franchise and Euroleague Basketball, the organizer of Europe’s elite EuroLeague club competition.
Michael Witta, Infront’s senior vice president of marketing, sales and services, 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.”
