Uganda Rugby Union (URU) Vice President Commercial, Hon. Andrew Ojok Oulanyah, has hailed the newly signed partnership with Rock Boom as a game-changer for the sport’s growth in Uganda.
The deal, signed with Hariss International Limited’s flagship energy drink brand, Rock Boom, will see the beverage company become the Official Energy Partner of Ugandan rugby for the next three years.
Valued at over UGX 1 billion, it is one of the most substantial commercial investments in the sport to date.
“Partnering with a vibrant brand like Rock Boom is fantastic news for Ugandan rugby,” Oulanyah said.
“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.”
Rock Boom’s support will power a broad range of URU programs, including the senior national teams—Rugby Cranes and Lady Cranes—as well as all major domestic competitions like the Nile Special Rugby Premiership, the Uganda Cup, and the National 7s Series.
According to URU, the backing from Rock Boom is expected to enhance the energy and performance levels across the sport while also deepening fan interaction and elevating the profile of Ugandan rugby.
Samuel Hooper, Head of Marketing at Harris International, echoed this excitement: “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.”
The partnership officially kicks off immediately, with branding and promotional activations expected to roll out across the upcoming URU events.
