Overview:

Matovu was speaking to upl.co.ug upon his return from Kigali, Rwanda, where he attended the maiden SportsBiz Africa Forum - a Pan-African platform discussing how sports and business can be used as a steering tool towards the continent’s development - last week.

The Uganda Premier League (UPL) Chief Commercial Officer, Jenkins Jovin Matovu, is determined to press all buttons to ensure the entity moves to the next level.

Matovu was speaking to upl.co.ug upon his return from Kigali, Rwanda, where he attended the maiden SportsBiz Africa Forum – a Pan-African platform discussing how sports and business can be used as a steering tool towards the continent’s development – last week.

Matovu says his participation as a panelist in the event in Kigali, which was also attended by some of Africa’s football greats like Kalusha Bwalya of Zambia and Senegal’s El Hadji Diouf, only further enhanced his plans for the UPL, he says. 

Senegal football legend El-Hadji Diouf at the forum

“I will initiate conversations with potential partners and stakeholders to explore avenues for developing or upgrading our sports infrastructure,” Matovu told the UPL.

“This will enhance the matchday experience and make UPL a more attractive platform for sponsors. 

“We will also engage government bodies to advocate for tax incentives for local investors in sports. I will work with our legal and PR teams to create a plan for presenting this case to relevant authorities. 

UPL Chief Commercial Officer Jenkins Matovu makes his submission

“We will also integrate digital platforms and data analytics tools to better understand and engage our audience, with a particular focus on Genz and Millenials. This will help drive sponsors value and build a stronger fan base across all channels.” 

Matovu also plans to explore partnerships and initiatives to bring ESports into the UPL ecosystem, tapping into the younger demographic and creating new engagement touchpoints.

Talent development, however, remains at the core of everything the league is doing. 

“We are working on building structured talent development programs to nurture players from the grassroots to the professional level. This will strengthen the league’s competitiveness and attract international attention.”

FUFA recently launched a nationwide talent identification program, and as stakeholders of UPL, perhaps this is a rich area of partnership Matovu and his team will welcome. 

“I intend to aggressively pursue strategic partnerships locally and internationally to expand UPL’s reach,” he added.

 

“These partnerships will create opportunities for sponsorships, knowledge sharing, and joint ventures that benefit the league and its stakeholders. 

“We are also prioritising capacity building programs for our league stakeholders to ensure we have the necessary expertise and professionalism to compete on the global stage.

“We are emphasising on collaborations with international leagues and sports organisations to achieve this.”

SportsBiz Africa Forum is an annual flagship event dedicated to advancing the sports economy and promoting sports as a thriving business sector and driver for sustainable development in Africa. 

This aligns with the African Union Agenda 2063, which recognizes sports as a powerful catalyst for unity, solidarity, and socio-economic progress.

This year’s forum, themed “The Nexus Between Business and Sports Towards Africa’s Development,” sought to provide an in-depth exploration of current investments within the continent, highlighting well-researched upcoming deals and strategic initiatives that are shaping the future of the sports industry in Africa