Why women’s football is the new frontier for sports progress and investment in Uganda

Women’s football in Uganda is rapidly emerging as a key area for sports development and investment, with the recent partnership between the Federation of Uganda Football Associations (FUFA) and Finance Trust Bank marking a significant milestone.

This collaboration, which was officially announced on Thursday at the Finance Trust Bank Headquarters on Lumumba Avenue, Kampala, represents a bold step forward for the sport, backed by a substantial sponsorship package worth two billion shillings.

The event was attended by prominent figures, including FUFA President Hon. Moses Magogo and FUFA Executive Committee Member Rogers Byamukama, both of whom expressed their enthusiasm for this new chapter in Ugandan women’s football.

The partnership is more than just a financial agreement; it is a strategic alliance that underscores the growing importance of women’s sports in the broader landscape of Ugandan athletics.

In his remarks, FUFA President Hon. Moses Magogo reflected on the long and often challenging path that women’s football in Uganda has traveled. He recalled a moment in 2013 when FUFA made the difficult decision to withdraw the U20 Women’s National Team from competition after a resounding 22-0 aggregate victory over South Sudan.

At that time, Uganda lacked formal women’s football leagues, which led to the decision to halt progress temporarily in order to lay a more solid foundation for the future.

This decision, while painful, proved to be a turning point. FUFA redirected its efforts towards establishing the FUFA Women Elite League and later, the FUFA Women Super League. These leagues have since become the bedrock of women’s football in Uganda, providing a structured and competitive environment for players to develop their skills and gain visibility. The fruits of these efforts are now evident, with the sport gaining momentum and attracting significant investment, as seen with the recent partnership with Finance Trust Bank.

The growing appeal of women’s football

The increasing attention and investment in women’s football are driven by several factors that make it an attractive prospect for stakeholders:

Women’s football is gaining popularity not just in Uganda but globally. With more people tuning in to watch women’s matches, the sport is attracting higher levels of media coverage and sponsorship interest.

Supporting women’s football aligns with broader societal goals of gender equality and empowerment. By investing in women’s sports, organizations like Finance Trust Bank are helping to level the playing field, providing women with more opportunities to showcase their talents.

Uganda has a wealth of untapped talent in women’s football. With the right support, this talent can be nurtured to compete at higher levels, both regionally and internationally. This potential makes women’s football an exciting area for investment.

For companies like Finance Trust Bank, supporting women’s football is also a strategic move that aligns with their corporate social responsibility (CSR) goals. The bank, established in 1984 to support women in business and management, sees this sponsorship as an extension of its mission to empower women

The sponsorship deal with Finance Trust Bank is not just a financial boost; it is a testament to the bank’s commitment to supporting women’s empowerment, both in business and now in sports.

Annet Nakawunde, Managing Director of Finance Trust Bank, highlighted the alignment between the bank’s core values and the objectives of supporting women’s football. Established in 1984 with the mission to empower women in business, Finance Trust Bank has grown into a major financial institution with over 35 branches across Uganda, serving more than half a million women.

“We are excited to extend our support to women in sports, particularly football, which is a growing field in Uganda. Our sponsorship is not only about providing financial resources but also about creating opportunities for women in football to leverage their skills and passion both on and off the pitch,” Nakawunde stated.

The sponsorship, totaling two billion shillings, will be disbursed over four years, with one billion seven hundred thousand shillings (UGX 1,700,000,000) going directly to FUFA. This will be allocated at three hundred fifty million shillings per year, with the remaining funds being used for sponsorship activation.

This substantial investment is expected to elevate the standards of the Finance Trust Women Super League and the Finance Trust Women Elite League, setting a new benchmark for the development of women’s football in the country.

As the 2024/25 season of the Finance Trust Women Super League prepares to kick off next month, followed by the Finance Trust Women Elite League, there is a palpable sense of anticipation and optimism. This partnership is seen as a catalyst that will drive further growth in the sport, not only by improving the quality of the leagues but also by enhancing the visibility of women’s football in Uganda.