Rock Boom signs sh1 billion partnership with Uganda Rugby Union

Rock Boom has secured a three-year, sh1 billion partnership to become the official energy drink partner of the Uganda Rugby Union (URU).

The deal, announced at Harris International’s factory outlet in Kawempe Ttula, marks one of the most significant sponsorships in Ugandan rugby history.

URU President Godwin Kayangwe hailed the partnership as a major milestone for the sport, stating, "Partnering with a high-energy brand like Rock Boom is a major win for Ugandan rugby. This collaboration will enhance athlete performance, improve fan experiences, and support our broader vision of expanding rugby across Uganda and beyond. We are proud to have Rock Boom on board as we elevate the sport to new heights."

The sponsorship will benefit various rugby programs, including the men’s and women’s national teams, the Rugby League, Uganda Cup, and the National 7’s Series.

Samuel Hooper, Head of Marketing at Harris International, emphasized the synergy between the two brands, saying, "As Rock Boom, we have been engaging with the Rugby Union for some time, and both brands share similar qualities and ambitions. An energy drink and rugby are a perfect match. We are also impressed with how the Union has managed and grown the sport over the years."

The funding will provide much-needed financial relief for the federation. Hooper explained, "Our partnership is valued at over a billion shillings. We will disburse approximately sh300 million in cash, with the remainder allocated to rehydration support, media exposure, and product provisions."

The deal is expected to significantly boost rugby development in Uganda, reinforcing Rock Boom’s commitment to sports and URU’s mission to expand the game’s reach.