Ugandan Football: What Will Bring Local Fans Back?
KAMPALA – If you can name your favourite English club’s substitutes but struggle to name the captain of a Ugandan team, what would persuade you to give local football a chance?
It is an uncomfortable question for supporters. It should be equally uncomfortable for the people running our clubs.
Before we ask fans to spend their weekends and money supporting Ugandan football, we should ask what will make that support feel worthwhile, and what will make them come back.
Magogo’s challenge deserves an answer
Moses Magogo’s criticism of support for foreign football touches a real concern: attention and spending can help sustain the game at home.
In its 18 August report on Magogo’s exchange with Asan Kasingye, Daily Star reported his argument that prioritising foreign leagues weakens local football’s ability to develop. It also reported Kasingye’s defence of supporting Arsenal while supporting and serving SC Villa.
Both positions deserve consideration.
Fans should ask where their football money goes. Clubs and administrators should ask what supporters receive in return for their time, trust and money.
Can a first-time visitor quickly find the next fixture, ticket price, venue and kick-off time? Can they discover the players before buying a ticket? Will the experience make them want to return?
Following Arsenal does not prevent someone from supporting a Ugandan club. The challenge is to make room for that second relationship.
FFI already asked: “Where are the fans?”
In FFI’s earlier “Where Are the Fans?” article, a Radio Simba caller described knowing Manchester City’s line-up while struggling to name an Express FC player.
That is a powerful illustration of the familiarity gap, rather than proof that every supporter feels the same way.
The discussion pointed towards school football and stronger community relationships. Walusimbi Wooto’s message was simple: “Support isn't just about football; it's about belonging to the community.”
A club cannot ask a neighbourhood to feel ownership only when tickets need selling.
What happens between matches matters: school visits, open training sessions, conversations with former players, community activities and stories that introduce today’s footballers as people.
Give supporters a reason to connect
Here is a practical experiment for clubs, supporters’ groups and football storytellers: spend a month making one local team easier to know and follow.
Publish a clear fixture page with prices, directions and ticket information. Keep it updated when arrangements change.
Introduce one player each week. Tell readers where they grew up, what brought them to the club and what they hope to achieve.
Connect a former player with a current one. Let supporters discover the history behind the shirt alongside the person wearing it today.
Invite fans to bring someone to their first local match. Ask both afterwards what worked, what confused them and whether they would return.
Then measure more than likes: visits to fixture pages, ticket enquiries, first-time attendance and returning supporters.
These are proposals, not promises. The point is to test what creates a lasting connection.
Which local club would you take a friend to watch?
Building lasting support requires listening to supporters as well as challenging them.
If you follow a foreign club, could you give one local team a matchday this month?
If you run a local club, could a stranger find everything they need to join you?
And if you tell football stories, whose name are you helping people remember?
The next question after “Where are the fans?” should be: what will make them come back?
Explore FFI’s players directory, then share the local club, player or football memory that deserves more attention.