Ugandan athletes struggle to turn international exposure into sponsorship

For Ugandan athletes, representing the country at the Commonwealth Games or Olympic Games is often seen as a pathway to greater recognition and financial opportunities.

However, international exposure does not always translate into sponsorship or long-term financial security.

Ugandan weightlifter Davis Niyoyita is among those who have struggled to benefit commercially from international exposure.

Niyoyita represented Uganda at the 2026 Commonwealth Games in Glasgow, Scotland, his second appearance at the Games, but remained without a sponsor.

"Every time I qualify for the Games, my prayer is to get sponsorship. It is unfortunate that I have not gained any sponsor despite being at the Commonwealth Games twice. We are less known as weightlifters, and the publicity is low. Personally, I have tried to reach out to sponsors, but I get no feedback," he said.

Niyoyita believes professional management could help athletes market themselves and connect with potential sponsors. He admits, however, that he has limited knowledge of personal branding and marketing.

Despite the challenges, he values the experience gained from competing internationally.

"Whether you lose or win, you head back with experience," he said.

He plans to use his Commonwealth Games allowance to establish a weightlifting gym to nurture young talent.

She Cranes star Margaret Baagala, who has competed at one World Cup and two Commonwealth Games, also hopes international exposure will eventually lead to a professional contract.

Although government allowances from major competitions have improved her life, Baagala says securing individual sponsorship remains difficult. She uses social media to build her brand, while her manager, based in South Africa, helps guide her career.

"Personally, I use social media a lot to brand and promote myself. I know one day my efforts will yield something," Baagala said.

Para-powerlifter Dennis Mbaziira has also struggled to attract sponsors. He says athletes must, however, make good use of the financial benefits that come with representing the country.

Mbaziira used his Commonwealth Games allowance to buy a plot of land and hopes to build a house when he secures more funds.

"Self-promotion is the hardest," he said.

Sprinter Haron Adoli, a two-time Commonwealth Games participant, says the Games have helped him build social capital and promote his personal brand.

"I have marketers who promote my brand, but I also push it through social media. Although I have not secured a sponsor yet, I am grateful for the government allowances that come with representing the country," Adoli said.

Branding matters

Marketing guru Daniel Kayongo says sporting ability alone is not enough to attract corporate sponsorship. Companies also consider an athlete's reach, visibility, and potential impact.

"If you are going for sponsorship, how many people is it going to impact? You cannot sponsor one individual and leave out a cause that is going to have an impact on 1,000 people," Kayongo said.

He says athletes need to deliberately build their personal brands and demonstrate the value they can offer potential sponsors.

"Many athletes have done less to brand and promote themselves. You meet an athlete when no one knows him or her outside their community. It is very difficult for such a person to get sponsorship," he said.

Kayongo also identifies professional management as a gap, saying many athletes lack managers to negotiate deals, promote their brands, and identify commercial opportunities.

"Many athletes lack management teams; they run the one-man show. Look at an athlete like Joshua Cheptegei. He has a management team. You will never negotiate with him rather than his management," he said.

While international competitions provide athletes with exposure and financial allowances, converting that visibility into sustainable income remains a challenge.

For Ugandan athletes, the next step is not only reaching the international stage but also building strong personal brands, securing professional representation, and creating commercial value that can attract sponsors long after the competition ends.