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Sports Broadcasting Acquires major commercial and media rights worth US$ 3 million in Uganda

By Joseph Lubandi

Posted on January 25, 2018

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Sports Broadcasting is pleased to announce the acquisition of major commercial and media rights of Uganda Premier League (UPL), FUFA Big League and FUFA Uganda Cup. The 4-year agreement starts from 1st June 2018 ending 31st July 2022 valued at US$: 3 million.

This is an important milestone in the history of Ugandan football that will see Ugandans enjoying both Live Games of the 1st and 2nd Division Leagues not forgetting the Uganda Cup.

Sports Broadcasting is a Ugandan sports production and marketing company that is committed to the strategic development of sports content, disseminated through various media channels including television, radio and online. Sports Broadcasting focus is the commercialization of sports in both Uganda and the greater East African region.

Dennis Mbidde Sebugwawo, Managing Director, Sports Broadcasting Limited announced; “In the last decade, FUFA management has done a commendable job with professionalizing football in Uganda. We are now moving on to the next phase of commercialising football and television is a great place to start. I applaud FUFA for taking the bold step in offering these rights to a Ugandan Broadcaster and look forward to a fruitful partnership that will unpack a world of benefits for both the sport and the fans.”

Ugandans can look forward to watching all 240 games of Uganda Premier Leagues from the comfort of their homes, workplaces, and hangouts. It is anticipated that in the years to come, this innovation will change the way Ugandans view and consume not just football but Ugandan Sport in general.

Arinaitwe Rugyendo, Chairman, FUFA Super League Limited (FSLL) noted that; “This sponsorship is probably the biggest in recent times. It goes to show tha Ugandan football is on a growth trajectory. I attribute this to harmony, stability and integrity in the local game. I thank SB Limited for being part of a steady progress currently shaking Ugandan football.”

Sports Broadcasting is enthusiastic about reaching this agreement with FUFA and UPL because it aligns with the company strategy to develop and share local sports content, build football awareness and support for Ugandan sport in the medium term, and East African sports in the long-term.

The Dummy Cheque being handed to the federation. Photo by Isabirye David/Twitter

Brutus Kagingo, Chairman, Sports Broadcasting Limited noted; “This is one of the most transformational and successful partnerships in the history of sports in Uganda. With these rights, Sports Broadcasting Limited will deliver world class local content to passionate sports fans in Uganda.”

Further details about the broadcasting medium and how to access Ugandan football games in the UPL, FUFA Big League and Uganda Cup will be announced in the near future.

Eng. Moses Hassim Magogo, President, Federation of Uganda Football Associations (FUFA) Using the lessons of the previous failed attempt to professionalize club football,FUFA has constructed solid governance for club football and enforced the club licensing. Combined with the education of the technical and administrative Human Resource, professionalism is being entrenched at all levels. This has given birth to Commercialisation which will yield more resources for the betterment of our game. What we are witnessing today is a new dawn and the beginning of an avalanche of Sponsors to football. Bienvenue SB.

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