Kenya Rugby Union (KRU) is once again back on track after state corporation Brand Kenya announced that it has appointed Kenya Sevens national team, Shujaa, as brand ambassadors to promote the nation over the next eight months.
The national team has been without a major sponsor for about 10 months since the exit of SportPesa following harsh government taxation policies on betting companies which seriously affected the team’s operations.
Under the partnership, which both parties did not reveal the financial details, the national team will don shirts reading, “Make It Kenya”.
Ducor Sports understands that of the money will also go towards boosting the Kenya Simba 15s squad that has not had a permanent sponsor for the same period despite posting impressive results.
[perfectpullquote align=”full” cite=”” link=”” color=”” class=”” size=””]“This partnership will provide Brand Kenya with the platform to engage both the local and international community with positive messaging about Kenya,”[/perfectpullquote]
Brand Kenya director, Chris Diaz told reporters.
“Having Shujaa as part of the country’s global ambassadors will enable the board to activate a local and global campaign, given that rugby remains one of the biggest social events in the world.”
On his part KRU Chairman Richard Omwela welcomed the new sponsors adding that the sponsorship will go a long way in promoting the growth of sports tourism in the country.
“We thank brand Kenya for coming through at a very difficult time. We are happy that rugby plays a significant part in promoting Kenya as a destination,” said Omwela.
The union had turned to the government with an impassioned plea for financial assistance made urgent by looming crucial international assignments for Kenya Sevens.
Shujaa also has Bidco as co-sponsors with their logo printed on the back of the shirts since December last year.
Bidco also support Kenya Rugby Union in their schools and club rugby development programmes as part of the deal.
In addition the company helps the Union in its goal of using diet and proper nutrition to optimise their players.
In related news, the Kenya Sevens team leaves for England next week for the penultimate leg of the World Series.
They currently sit sixth on the World Series log with 93 points and have been placed in Pool C for the London Sevens taking place on June 2 and 3 at Twickenham.
They will start their campaign against Friday’s USA at 1.42pm EAT (+3GMT) before playing France at 4.48pm and England at 8.16pm.
Shujaa have come close to winning their second Main Cup in their history following their landmark Singapore 7s triumph two years ago this term, losing to Fiji at the finals of both the Vancouver and Hong Kong legs of the campaign.
