The Uganda Rugby Union (URU) and Hariss International Limited jointly announced a landmark partnership, heralding a new era for rugby in Uganda. The three-year agreement, valued at over UGX 1 billion, designates Rock Boom, the flagship energy drink of Hariss International, as the Official Energy Drink Partner of Ugandan Rugby.
The formal announcement, made on April 24, 2025, signified one of the most substantial investments in the history of Ugandan rugby. The sponsorship is structured to provide comprehensive support across various URU programs.
The beneficiaries of this partnership include the senior national teams, both the men's Rugby Cranes and the women's Lady Cranes. Additionally, Rock Boom's support will extend to all major URU competitions, encompassing the Nile Special Rugby Premiership (for both men and women), the Uganda Cup, and the National 7s Series.
Hon. Andrew Ojok Oulanyah, the URU Vice President Commercials, conveyed his optimism regarding the collaboration. "Partnering with a vibrant, high-energy brand like Rock Boom is a major win for Ugandan rugby," he stated. "This partnership will boost athlete performance, enhance fan experiences, and support our wider vision of growing rugby across Uganda and beyond. We're proud to have Rock Boom on board as we push the sport to new heights."
Samuel Hooper, Head of Marketing at Hariss International, echoed this sentiment. "At Rock Boom, we are the energy for winners," Hooper affirmed. "We stand for energy, ambition, and drive — values deeply aligned with rugby. This partnership allows us to support one of Uganda’s fastest-growing sports and give back to the community that fuels us. We’re ready to energize the players, inspire the fans, and make a real impact on the game."
About Rock Boom
Rock Boom is recognized as Uganda’s leading energy drink, delivering a blend of sweet and tangy flavors designed to provide an immediate energy surge. The brand's positioning, "Rock Boom Energy for Winners," speaks to its target audience of athletes and those with active lifestyles.
About the Uganda Rugby Union
The Uganda Rugby Union is the official governing body for rugby in Uganda. The URU is committed to the growth and development of the sport, fostering talent, and promoting rugby at all levels throughout the nation.