Guinness Uganda has unveiled a landmark partnership with prominent Ugandan rugby clubs KOBs, Rhinos, and Warriors.
The announcement was made during a press briefing at Pitstop Sports Lounge in Jinja, coinciding with the ongoing Guinness Fun Rugby tournament.
Under this pioneering agreement, Guinness will sponsor the three clubs and designate Legends Rugby Grounds in Lugogo and Pitstop Sports Lounge in Jinja as the official homes of Guinness Rugby for the next three years.
The partnership, valued at over Shs400 million annually, underscores Guinness’s unwavering dedication to bolstering rugby in Uganda.
Matilda Babuleka, Uganda Breweries Head of Beer, emphasized the significance of these collaborations.
“Guinness is dedicated to nurturing rugby in Uganda, evident through our consistent sponsorships and partnerships. We’ve supported various tournaments such as the Guinness Sevens and provided backing to the national Sevens team, the Rugby Cranes. Now, we’re enhancing our support to directly benefit the clubs, players, and fans.”
This alliance aligns with Guinness’s ongoing Black Shines Brightest campaign, which celebrates luminaries in sports and creative spheres.
Babuleka highlighted the empowerment aspect of the sponsorship, aiming to enable teams and players to excel on the field while ensuring unparalleled matchday experiences for rugby enthusiasts.
The partnership entails an annual injection of UGX400 million for the next three years, reaffirming Guinness’s commitment to the local rugby scene. Internationally, Guinness has a storied history of rugby support, notably through involvement in prestigious tournaments like the Guinness Six Nations Championship.
Locally, Guinness’s involvement with rugby dates back to 2007, succeeding sister brand Bell Lager as the sponsor of the Rugby League.
The brand has also sponsored the Guinness Rugby Sevens League and the Sevens national team, fostering engaging matchday experiences for fans through initiatives like the recent Rugby World Cup screenings and the HSBC World Rugby Sevens Challenger series.
