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In a bold move set to supercharge Uganda’s rugby journey, the Uganda Rugby Union (URU) has announced a landmark partnership with Harris International Limited, makers of Uganda’s leading energy drink brand, Rock Boom.
This dynamic alliance, valued at over UGX 1 billion, sees Rock Boom become the Official Energy Partner of Ugandan Rugby for the next three years, one of the most significant private investments in the sport to date.
From the powerful scrums to the thunderous sprints, Rock Boom’s high-energy brand is a natural fit for the pulse-pounding world of rugby.
The partnership will inject vital support into multiple URU initiatives from the national teams (Rugby Cranes and Lady Cranes) to flagship tournaments like the Nile Special Rugby Premiership, Uganda Cup and the exhilarating National 7s Series.
Speaking at the announcement, URU Vice President Commercial, Hon. Andrew Ojok Oulanyah, praised the collaboration as a milestone moment for the sport:
“Partnering with a vibrant brand like Rock Boom is fantastic news for Ugandan rugby. The brand’s support will be crucial in boosting player performance, fan engagement and overall rugby development. This partnership aligns well with our strategic vision to expand rugby’s footprint nationally and internationally.”
Indeed, the partnership is not just financial, it’s deeply rooted in a shared ethos of passion, teamwork, and progress. Samuel Hooper, Head of Marketing at Harris International, echoed this sentiment:
“At Rock Boom, we believe in empowering passion and energy. Partnering with the Uganda Rugby Union allows us to engage directly with a sport celebrated for its high energy, teamwork, and community spirit. We’re eager to energize players, inspire fans, and actively contribute to the future successes of Ugandan rugby.”
With Rock Boom’s backing, URU aims to not only sustain its current programs but to elevate Ugandan rugby to greater heights, both on home soil and the international stage.
The energy drink brand’s support is expected to significantly boost player welfare, tournament organization and fan experiences.
