Kenya Rugby Union : Press Release

: Wednesday, 14 September 2011 10:54

East African Breweries Limited through its flagship brand Tusker, has announced a new sponsorship package for the Kenya Rugby Union to the tune of Ksh 45 million.

Speaking to the media during a press briefing at Nairobi's Panafric Hotel, EABL Group Marketing Director, Debra Mallowah said that this initiative was in line with EABL's sports strategy. “Tusker has supported Rugby in Kenya for over 15 years and this partnership re-affirms our commitment to rugby in the long term,” Mallowah said. “The game of rugby is a perfect fit for Tusker; both are legendary, firmly rooted and reflect our African Spirit! The rugby fans have been passionate about Rugby and about Tusker and we are proud to be part of the rugby fabric in Kenya”

Under this partnership, Tusker will commit Sh15 million per annum for the next three years to the Kenya Rugby Union (KRU). “This new engagement with the Kenya Rugby Union is a bit different. When KRU unveiled their business strategy, that invited sponsors to partner with them to grow the game of rugby across the country, we bought into that strategy and hence this partnership,” Mallowah added. “By expanding our rugby support across the board, we will be according the Union the much needed opportunity and resources to run their development programs, their leagues, local, regional and international fixtures. This is a new way of thinking and a new way of channeling sports sponsorship funds and we believe this strategy will be beneficial to the game in Kenya in the long term.”

Mallowah also gave the Union two challenges. “As milestones for the Union, we would like to give the Union two key challenges – that this year be the turning point for Kenya to qualify for the Rugby World Cup. Kenya has the crop of players and the desire to play on the biggest stage in Rugby, the World Cup,” Mallowah added. “And our second challenge is the 2016 Olympics – rugby, where the 7s format will be played. We want to see Kenya not only participate, but also win the country’s first medal in Rugby”.

Speaking at the same function, the EABL Marketing Director Kenya, Caroline Ndungu, said that Tusker was committed to supporting the passions and aspirations of its consumers. “For many years, Tusker has supported the passions of some of its most loyal fans, the rugby fans,” Ndungu said. “Rugby fans have continued to support Tusker and in turn we have continued to reward their passion in the rugby game.”

Kenya Rugby Union Chairman Mwangi Muthee,while expressing his appreciation to EABL for their sponsorship said, "East African Breweries Limited are again demonstrating their well known goodwill towards Kenya rugby, and the nation’s sport in general, I sincerely extend to them my personal, and that of Kenya Rugby Union’s, hearty gratitude."

He added, "EABL will be extending financial support to rugby, a sport that captures the passion of increasingly growing number of Kenyan people. Indeed, EABL have in the past contributed and been most instrumental to the growth of not only Kenyan but East African rugby.The region, in fact, is set to revive their historic regional rugby team, and the East African XV will be playing the visiting England Counties in Kenya and Uganda next June. In the past, the East African XV had a well known touring team known as “Tuskers”, often supported by East African Breweries through its most famous beer brand, Tusker. It is no wonder that whenever we shall refer to the East African XV, we shall think Tusker."

Muthee informed EABL of the Kenya Rugby Union's current policy that stipulates sponsorship monies will be tagged to specific programmes, explained well before hand to sponsors,saying, "we are assuring you and other benefactors that funds we receive from you will not be put into servicing debts. The Union will have to find other means of dealing with existing liabilities and are currently conducting a forensic audit diligently scrutinizing all liabilities. Meanwhile, we shall inject sponsorship money to intended programs and our sponsors will regularly and promptly receive audited accounts of how their money was put into use."

He concluded his remarks by saying, "we are also working at bringing harmony to the rugby fraternity. I would like to use my capacity as KRU chairman to call upon every genuine supporter of Kenya rugby to bury their differences and put their energy into developing the game. I am extending an “olive branch” to perceived opponents and assure them that the current office has nothing other than the enthusiasm, ability and determination to make the game better.Rugby belongs to all of us and I am encouraging everyone to join, and without ulterior motives, drive the game forward."

Released by KRU Media & Communications