Kenya Breweries Ltd and Kenya Rugby Union Sign Mouthwatering Deal

By Samuel Ouma

Kenya Breweries Ltd (KBL), through its flagship beer brand Tusker, has signed a sponsorship agreement with the Kenya Rugby Union (KRU) for Ksh15 million ($53000)  to promote the upcoming Safari Sevens and Elgon Cup rugby events.

The Safari Sevens, which has not been held since 2021, is set to kick off from November 17 to 19 at the Rugby Football Union of East Africa (RFUEA) grounds on Ngong Road in Nairobi.

The sponsorship will also cover the upcoming Elgon Cup, slated for November 11, 2023, in Kisumu, Kenya's lake city.

The encounter is the second leg of a thrilling showdown against Uganda, following the first leg, which was held in Kampala on November 5. Kenya narrowly lost 21-20 to Uganda.

During the sponsorship presentation in Nairobi's Ruaraka, KBL Managing Director Mark Ocitti acknowledged the brand's profound dedication to the sport.

“On behalf the KBL, we are delighted to announce this sponsorship to the Kenya Rugby Union to support the upcoming Elgon Cup and the Safari Sevens tournaments. Our investment signifies our unwavering dedication to the growth and development of rugby in Kenya, both in the present and the future,” said Mark Ocitti.

"Our sponsorship is not merely an investment; it’s a testament to our belief in the potential of Kenyan rugby. Through this partnership, we aim to reignite the passion and excitement that rugby has always brought to our fans. This is not just about sports; it’s about the pride and unity that rugby brings to our nation,” he said.

At the same time, Ocitti promised supporters an unforgettable experience in the next tournaments.

“As we have consistently demonstrated in our previous rugby engagements, rugby enthusiasts can consistently anticipate outstanding experiences at rugby matches, courtesy of Tusker. Our goal is to create memorable moments, both on and off the pitch, that will resonate with fans and players alike. We want everyone to feel the heartbeat of Kenyan rugby,” he stated.

Tusker's continuous support for the Safari Sevens and Elgon Cup competitions was appreciated by KRU Chairman Sasha Mutai, who emphasized the importance of this long-standing collaboration in guaranteeing the events' success:

"Tusker has been a steadfast partner, standing by Kenyan rugby in various capacities for many years. We are forever grateful for their continued support. The return of the Safari Sevens and the Elgon Cup represents a crucial step forward for rugby in Kenya.

With the calibre of teams set to participate, we are all but assured of spectacular tournaments that will captivate the rugby fraternity. We urge all rugby fans in the country to come out in large numbers to support their favourite teams. Together, we will create unforgettable moments," said Mr. Mutai.