The Uganda national football team, the Cranes, is gearing up for the 2024 African Nations Championship (CHAN), which begins tomorrow, August 2, 2025.
However, as the team prepares for its opening match against Algeria on August 4, a lack of publicity due to bureaucratic delays in releasing government funds threatens to rob them of their vital “12th player” – the passionate home crowd.
On Wednesday, July 30, Parliament voiced concerns over the minimal promotional efforts for the tournament, which Uganda is hosting as part of the East African PAMOJA bid with Kenya and Tanzania.
Legislators criticized the Federation of Uganda Football Associations (FUFA) for not yet receiving the Shs1 billion allocated by the government for publicity, with bureaucratic red tape cited as the cause.
Minister of State for Sports, Hon. Peter Ogwang, confirmed the allocation, intended to bolster Confederation of African Football (CAF) efforts, but by then the funds were inaccessible, source say. It is not clear whether government has since disbursed the money to FUFA.
“By now, we should have seen vibrant campaigns across radio, TV, social media, and street activations,” said a FUFA official, speaking anonymously. “FUFA-organized tournaments, like the AFCON qualifying games or the 2019 CECAFA Cup, have always drawn massive crowds through aggressive marketing. For CHAN, we needed three months to build excitement, but we’re now racing against time.”
The publicity shortfall risks low fan turnout, undermining the Cranes’ home advantage. Hon. Asuman Basalirwa (Bugiri Municipality) warned in Parliament, “If we don’t publicize these games, the stadium will be empty. And that will not be very good for the country.”
Fans, crucial for boosting team morale, may stay away due to limited awareness. “I only heard about CHAN this week,” said Kampala resident Joseph Muwanga. “No posters, no jingles – how are we supposed to show up?”
Speaker Anita Among stressed that CHAN’s success is a test for Uganda’s readiness to co-host the 2027 Africa Cup of Nations (AFCON).
“How we host CHAN will determine how ready we will be to host AFCON,” she said, praising infrastructure upgrades at Namboole and training sites like Kyambogo University and FUFA Kadiba. Yet, without fan engagement, these efforts may fall short.
Hon. Geofrey Kayemba (Bukomansimbi South) questioned the timing of the publicity budget, noting FUFA needed funds months ago to spark nationwide enthusiasm.
“This would have taken three months back to do activations… the public needs to own it and to feel it,” he said, comparing the lack of marketing to hiding “a beautiful thing deep down our beds.”
Ogwang claimed FUFA had started campaigns, including radio ads, but these appear insufficient. FUFA’s proven ability to mobilize fans – evident in packed stadiums for events like the 2019 CECAFA Cup through fan caravans and media partnerships – highlights the missed opportunity.
With Group C matches featuring Algeria, Guinea, Niger, South Africa, and Uganda set to draw regional attention, empty stands could dent Uganda’s reputation as a host.
The Cranes, who thrive on vocal support to unsettle opponents, face a tougher battle without their fans’ energy. “The crowd is our secret weapon,” said a team official. “We’re ready to compete, but we need Ugandans in the stands.”
As kickoff nears, FUFA scrambles to salvage publicity efforts, but time is running out. The bureaucratic bottleneck over the Shs1 billion risks dampening national pride and jeopardling a setback for Uganda’s AFCON ambitions.