Ugandan football fans aren't extinct, they're waiting for a reason to show up

In early march, 2026 when Kitara FC faced Buhimba United Saints in the return leg at the newly minted Hoima City Stadium, the atmosphere was electric.

But it was more just about the 4-0 scoreline or the regional bragging rights. It was about the more about the fans in the stands.

Last week, we saw similar scenes. Philip Omondi Stadium was buzzing for KCCA vs. Kitara, and the also the clash between SC Villa and Vipers at the Kadiba FUFA Stadium proved one thing, the Ugandan football fan is not extinct, theu are simply waiting for a reason to show up.

For the SC Villa game at Kadiba, the decision to peg ordinary tickets at shs 5,000 was a masterstroke of emotional intelligence. In a country where the cost of living is a daily battle, a 10k or 20k ticket is more than an expense, it’s a barrier. By meeting the fans halfway, Villa showed that fans still have a belonging in Ugandan football and are willing to compromise.

However, we have to talk about the home problem. Most of our clubs are nomadic, renting stadiums and paying high match-day costs. This often forces them to hike prices to Shs 10,000 just to break even on security, stadium hire and among other things. 

But this is a short-term survival tactic that kills long-term growth. Success in modern football is expensive and it’s a bill you cannot pay without the fans.

Here is the simple math of the beautiful game, big numbers attract big sponsors. Sponsors do not just want their logos on a jersey, they want to see thousands of people consuming their products at halftime. 

When a club cares for its fans by making the game affordable and accessible, they create a massive audience. That audience is the product we sell to brands. If both the club and the sponsor can see a clear Return on Investment (ROI) through foot traffic and engagement, the ecosystem thrives.

Ugandan clubs have the potential to attract thousands every weekend, but we must stop treating the fan as a customer to be exploited and start treating them as a partner to be protected.

As Uganda prepares for AFCON 2027, fans will play a significant role in creating high energy home atmosphere, showcase Uganda’s heritage to the world during the tournament, so it is imperative that we take care of the fans today, and they will take care of the game tomorrow.