Earlier this month, the President of the American Football Federation of Uganda (AFFU), Steven George Okeng, met with the Buffalo Bills delegation led by their Vice President Marketing Bills Jordan Mccaren, in New York to solidify a partnership with the National Football League (NFL) side. Also part of the Ugandan delegation were the Minister Of State for Sports, Hon. Peter Ogwang, National Council of Sports General Secretary Dr. Bernard Patrick Ogwel, and Uganda’s Ambassador to the USA, H.E Robie Kakonge.
As part of AFFU’s strategy to forge robust partnerships fostering the growth of American Football in Uganda, the pivotal meeting between the two parties took place at Highmark Stadium in Buffalo, New York.
“The main objective of the meeting was for Uganda to become a home marketing area for the Buffalo Bills. Right now the only marketing areas for the NFL teams on the continent are Ghana (for Philadelphia Eagles) and Nigeria (for Cleveland Browns), so if Uganda secures this deal, we will be the third country in Africa to partner with an NFL team. When you look at areas like the UK, they are home marketing areas for about eight NFL teams,” Okeng said.
“When you become a home marketing area for any NFL team, the team recruits fans in your country, comes up with local activities during their games, comes up with fan engagement activities, and exchange programs to develop the game in those respective countries,” Okeng added.
Okeng adds that with NFL teams seeking a new fan base outside the U.S., initiatives like this will attract more fans to American Football in Uganda, something which will in turn benefit developing countries like Uganda.
Once the partnership is finalized, a process expected to be completed before the end of the year, pending approval by the International Committee of the NFL, Okeng emphasizes that the collaboration will be highly advantageous for football in Uganda.
“Basically, this partnership will mainly benefit juniors because they are the future of the game. We shall be having camps, exchange programs between junior teams here and the U.S., and other activities that will help grow the game here in Uganda. We will also use football as a tool for socio-economic transformation,” Okeng added.
Okeng also highlighted the comprehensive benefits of the partnership, extending beyond just the development of American Football in Uganda. The collaboration will include exchange programs across various departments such as media and marketing, governance, and technical expertise. These exchanges will provide opportunities for knowledge transfer and skill enhancement, empowering AFFU and its stakeholders to advance the sport effectively.
Additionally, the partnership will bring equipment support to aid in the training and development of players. This support includes providing essential gear and resources that will contribute to the growth and sustainability of American Football in Uganda.
Another key aspect of the partnership is the facilitation of a flag football team, which is a non-contact variation of American Football. This initiative aims to encourage wider participation in the sport, especially among younger athletes and women, further promoting inclusivity and the sport’s popularity in the country.
Okeng expressed gratitude for the presence of esteemed figures such as the Minister Of State for Sports, Hon. Peter Ogwang, NCS General Secretary Dr. Bernard Patrick Ogwel, and Uganda’s Ambassador to the USA, H.E. Robie Kakonge, at the event. Their attendance underscores the government’s commitment to supporting the development of American Football in Uganda and highlights the significance of the partnership between AFFU and the Buffalo Bills. Okeng emphasized the importance of collaboration between sports organizations and government bodies in driving the growth and success of the sport in the country.
Okeng emphasized the imperative of seeking additional partnerships to bolster the growth of American Football in Uganda. He highlighted the importance of forging alliances with organizations, both domestically and internationally, to expand the reach and impact of the sport. Okeng reiterated AFFU’s commitment to proactively seeking out opportunities for collaboration, emphasizing that such partnerships are instrumental in advancing the development of American Football and cultivating a vibrant sporting community in Uganda.
