Uganda has the highest per capita alcohol consumption in Africa, and alcohol companies actively sponsor sports to promote their brands.
This case study examines how Nile Breweries (AB InBev) and Uganda Breweries (Diageo) utilize social media, news coverage, and cultural symbols to market alcohol through their sponsorship of football, rugby, basketball, and other sports.
Sponsorships include branded merchandise, venue advertising, and limited-edition products.
Uganda lacks statutory laws regulating alcohol marketing, and the 2023 Alcohol Control Bill was rejected following industry lobbying.
FORUT calls for government action to restrict alcohol sponsorship in sports to protect youth from harmful marketing.
Recommended citation:
FORUT. (2025). Alcohol sports sponsorship in Uganda. Gjøvik, Norway: FORUT. https://forut.no/wp-content/uploads/2025/04/20250410_Uganda-Case-Factsheet-4.pdf
Based on:
Purves, R., Ogora Auma, V., Mitchell, G., & Tumwesigye, N. (2025). Alcohol Sports sponsorship in Uganda: A case study analysis. International Journal of Alcohol and Drug Research. https://doi.org/10.7895/ijadr.557