KRU quenches thirst with Sh115m Tusker deal

Kenya Breweries Limited has announced a Sh115 million Investment in rugby in Kenya through its flagship brand, Tusker.

The announcement is the latest chapter in the brand’s long history with the sport of rugby, which dates back to the early 1990s when Tusker Lager first took up title sponsorship of the Safari Sevens. 

From the amount, Sh37.5 million will go into supporting the Kenya Rugby Union (KRU) in all its activities, including the men’s and women’s national Sevens and 15s teams.

The brand’s investment will go into rugby clubs across the country as well as universities in an effort to grow and nurture rugby talent in Kenya.

KBL Managing Director Jane Karuku, expressed the company’s delight in announcing this investment in the sport.

“On behalf of Kenya Breweries Limited, we are delighted to announce this investment in the sport of rugby in the country.

Ours is not just an investment, it is also a deep commitment to continue growing and developing the sport of rugby in the country with both the present and the future in mind,” she added.

The announcement comes at an opportune time for Kenyan rugby, as the Sevens teams kick off preparations for the Olympic qualifiers to be held later in the year.

Karuku said part of the investment  aims to ensure the 20119 edition of the Safari Sevens regains its former glory.

“We want to see the Safari Sevens this year, getting back to its former glory, when it was the Tusker Safari Sevens. That is why we have also set a side part of our investment to ensure that we achieve this,” she said.

Speaking at the same event the EABL Marketing & Innovation Director Graham Villiers-Tuthill, reiterated the company’s commitment towards turning rugby into a professional sport in the country.