Leading Kenyan beverage brand Tusker has announced a KSh40 million investment in the inaugural HSBC SVNS Nairobi Leg, underscoring its commitment to sports development, youth engagement and the growth of Kenya’s global sporting profile. The investment was disclosed ahead of the historic staging of the HSBC World Rugby Sevens Series (SVNS) event in Nairobi, marking a major milestone for Kenyan rugby and positioning the country as a premier destination for international sporting events.
Speaking on the initiative, representatives of Tusker said the sponsorship reflects the brand’s long-standing support for Kenyan sports and its belief in the power of rugby to unite communities, inspire young talent and drive national pride.
“This investment goes beyond sponsorship. It is about supporting Kenyan excellence, celebrating our sporting heritage, and creating unforgettable experiences for fans while showcasing Kenya to the world,” the company stated.
The HSBC SVNS Nairobi Leg is expected to attract thousands of local and international fans, global broadcasters, and elite rugby teams from across the world. Tusker’s KSh40 million backing will support event operations, fan engagement activities, logistics, and enhanced match-day experiences, ensuring the tournament meets global standards. Organisers noted that hosting the SVNS series in Nairobi represents a significant boost for Kenya’s sports tourism ecosystem, with positive ripple effects across hospitality, transport, entertainment and local enterprise.
Tusker emphasized that the sponsorship aligns with its broader strategy of investing in platforms that empower youth, promote healthy competition and nurture emerging talent. Rugby, long regarded as one of Kenya’s strongest international sports, continues to offer pathways for young athletes to access global opportunities. By supporting the SVNS Nairobi Leg, Tusker aims to inspire the next generation of Kenyan rugby players while reinforcing the importance of structured sports development and private-sector participation.
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Beyond the matches, Tusker’s investment will also drive immersive fan experiences, blending rugby, music, culture and lifestyle — a signature approach the brand is known for. Fans can expect curated entertainment, interactive zones and activations designed to celebrate Kenyan identity and creativity. According to event partners, the collaboration reflects a shared vision of making the Nairobi SVNS leg not just a sporting event, but a cultural showcase that resonates with both local and global audiences.
Stakeholders welcomed Tusker’s involvement, noting that strong private-sector participation is essential to sustaining world-class sporting events in Africa. The partnership demonstrates how corporate brands can play a pivotal role in strengthening institutional capacity, improving event delivery and elevating Africa’s visibility on global sporting platforms.
As preparations intensify for the inaugural HSBC SVNS Nairobi Leg, Tusker’s KSh40 million investment is expected to set a benchmark for future sports sponsorships in Kenya and the wider region. The initiative reinforces the growing intersection between sports, culture and economic development — positioning Nairobi as a vibrant hub for international sporting excellence and reaffirming Kenya’s place on the global rugby map.
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