In 2025, sports marketing took centre stage as Uganda prepared to host the African Nations Championship. Unlike most tournaments, CHAN showcases only locally based players, making it a celebration of homegrown football talent and national pride. Confédération Africaine de Football (CAF) needed a campaign that would capture the country’s attention and create a shared moment of excitement around the competition.
We launched the Pamoja Campaign, a multi-channel strategy combining radio, television, outdoor, and digital platforms to engage both urban and peri-urban fans. Popular sports stations like Super FM and Akaboozi FM, TV programs like Omumuli Gwemizanyo and The Score, and bold outdoor placements across Kampala created constant visibility. Ticket sales sold out early, Namboole Stadium was packed hours before kickoff, and digital activations amplified the energy nationwide. The campaign proved how strategic, locally resonant storytelling can turn a tournament into a unifying national moment.
