Inspire Africa Group has partnered with Inertia Racing during the Pearl of Africa Rally in Mbarara, in a move aimed at promoting coffee consumption and supporting local motorsport.
The partnership was officially unveiled on Thursday at the Africa Coffee Park, where the rally team paid a courtesy visit and participated in a mini-engagement ceremony hosted by Inspire Africa Group.
As part of the partnership, Inspire Africa donated 1,000 tins of its newly launched iced coffee product, Cold Brew, to support rally activities throughout the weekend event that runs until Sunday.
Company officials described the product as an energy drink tailored for sports and adventure enthusiasts, with the partnership intended to position coffee as a lifestyle beverage among young Ugandans.
Speaking during the engagement, Inspire Africa Group Chief Executive Officer Nelson Tugume said the company is seeking to use sports platforms to market Ugandan coffee and reduce dependence on imported energy drinks.
“It’s a drink for sports people like you. We no longer need to import other energy drinks because coffee has the best caffeine to keep people energetic and active,” Mr Tugume said.
He added that the company intends to deepen its involvement in sports as part of broader efforts to popularise locally produced coffee products.
Mr Tugume also invited members of the rally fraternity to participate in the upcoming Coffee Marathon 2026 scheduled for October 3, which will feature motorsport and drifting showcases alongside other activities aimed at promoting coffee consumption.
Lead rally driver Didas Matsiko welcomed the partnership, describing it as a positive step for both motorsport and Uganda’s coffee industry.
“I’m happy about this partnership. Motorsport is going to be in for coffee and we intend to be drinking this at every motorsport event we shall be having,” Matsiko said.
The partnership comes at a time when corporate firms are increasingly turning to sports sponsorships to market products and engage younger audiences.
The Pearl of Africa Rally is one of Uganda’s major motorsport events and has attracted local and regional drivers competing in different categories in Mbarara City and surrounding areas.