FUFA Charts Commercial Roadmap to Empower Women’s Football

The Federation of Uganda Football Associations (FUFA) has unveiled a comprehensive commercial strategy aimed at transforming the FUFA Women Super League (FWSL) into a sustainable, visible and fully professional competition.

Launched in partnership with FIFA, the strategy was officially introduced at a stakeholder engagement meeting attended by league clubs, sponsors, media and football influencers on Tuesday at Imperial Royale Hotel Kampala, marking the start of its implementation phase.

According to FUFA, the FWSL Commercial Strategy will run from 2026 to 2029 and is built around four key pillars designed to drive the league’s commercial and sporting growth.

The first pillar focuses on revenue generation and financial sustainability, with the goal of shifting the league from donor dependency to a sponsor-driven model. FUFA projects league revenue to grow from UGX 2 billion to more than UGX 3.2 billion within the next four years.

Media visibility and fan engagement form the second strategic objective. FUFA aims to position the FWSL as Uganda’s most engaging women’s sports property, targeting an increase in audience engagement from 250,000 to over 2.5 million monthly impressions through enhanced broadcasting and a stronger digital presence.

Brand development and market positioning make up the third pillar, with plans to establish the FWSL as a premium brand associated with women’s empowerment and sporting excellence. FUFA is targeting over 75 percent national brand awareness during the strategy period.

The fourth pillar focuses on improving league quality and competitiveness, with the long-term goal of full professionalization by 2029. FUFA believes a professionally run league will attract and retain top talent while raising overall standards of play.

Speaking at the launch, FUFA President Moses Hashim Magogo said the strategy would help address long-standing challenges facing women’s football, particularly limited television coverage.

“When this strategy is embraced, many of the problems affecting women’s football will be curbed, including the low number of televised games,” Magogo said.

“A single live broadcast costs nearly over 20 million shillings, which is very expensive. But with this long-term strategy that comes with funding, these challenges will be addressed.”

Magogo added that improved commercial support would enhance league visibility, player welfare and competitiveness.

Representing FIFA, Doreen Nabwire, FIFA’s Women’s Football Lead for Africa, said the strategy aligns with FIFA’s global vision for women’s football development.

She noted that the initiative goes beyond Uganda, focusing on increased participation, structured competitions, capacity building for match officials and administrators, and ensuring women are represented in football decision-making structures.

“This strategy looks at increasing women’s football globally, strengthening competitions, building capacity, and ensuring that women are heard where important football decisions are made,” Nabwire said.

The launch of the FWSL Commercial Strategy marks a major step in FUFA’s commitment to women’s football, signaling a shift toward long-term investment, professionalism and sustainability in the women’s game.