On August 12th, 2025, Coca-Cola Beverages Uganda, in collaboration with Rwenzori Beverages, handed over a symbolic cheque of UGX 175 million (approximately USD 47,000) to the Rwenzori Marathon team, led by organizer Amos Wekesa.
This significant Rwenzori Marathon & Coca-Cola Uganda sponsorship, now in its fourth year, ensures hydration for participants with Rwenzori Pure Natural Mineral Water during the event scheduled for August 23rd, 2025, in Kasese, Uganda.
The Coca-Cola Uganda & Rwenzori Marathon partnership emphasizes the critical role of corporate sponsors in revitalizing Uganda’s tourism sector, particularly in regions like Kasese, where the marathon leverages the stunning Rwenzori Mountains, a UNESCO World Heritage site since 1994.
Corporate partnerships like that with Coca-Cola, Brussels Airlines, Sanlam Uganda among others are vital for Uganda’s tourism industry, contributing over 7.3% to the national economy.
These partnerships provide financial support, enhance brand visibility, and drive economic activity, with studies from the Journal of Sports Economics (2022) indicating a 15-20% revenue boost for local businesses during sponsored events.
The Rwenzori Marathon, for instance, attracts participants and spectators, boosting hotels, restaurants, and transport services in Kasese.
Moreover, such collaborations promote sustainable tourism by funding infrastructure and community projects, aligning with global trends where partnerships have increased tourist arrivals by 12% annually in similar regions.
Despite their potential, tourism partnerships in Uganda face significant hurdles.
- Poor infrastructure, including impassable roads during rainy seasons and outdated accommodations, deters investment, as noted by Uganda Budget Safaris (2022).
- Limited marketing efforts fail to position Uganda as a top destination compared to neighbors like Kenya and Tanzania.
- Additionally, inconsistent service delivery—ranging from subpar lodges to unreliable forex bureaus – erodes trust among partners.
- Political instability and inadequate policy support further discourage long-term commitments; with a 2023 Uganda Tourism Board report highlighting a 30% drop in partnership sustainability over five years.
To reverse this trend, the government should prioritize infrastructure upgrades, targeting key tourist routes like those to Kasese, with a proposed 20% annual budget increase for road maintenance.
Enhanced marketing campaigns, leveraging digital platforms and international sports networks, could raise Uganda’s profile, aiming for a 25% increase in tourist arrivals within three years.
Training programs for hospitality staff, supported by public-private partnerships, can improve service quality.
Finally, offering tax incentives for corporate sponsors could stabilize commitments, mirroring successful models in Kenya’s tourism sector.
The Tuskerlite Rwenzori Marathon, held against the backdrop of the Rwenzori Mountain Ranges in Kasese Region, a Uganda Safari Western Region, has transformed Kasese into a tourism hub since its inception.
The 2023 edition of the Rwenzori Marathon, as per the Tourism Research and Development Centre (TRDC), generated significant economic activity, with 42% of respondents being participants and 33% local businesses benefiting.
The Uganda run event’s unique Equator-crossing route and cultural richness attract both local and international runners, boosting hotel occupancy by 40% and creating jobs for vendors and transport operators.
Amos Wekesa, director of Great Lakes Safaris, envisions Rwenzori Marathon becoming a global sporting event, potentially increasing Kasese’s tourism revenue by 15% annually.
Rwenzori Water: A Symbol of Purity Rwenzori Pure Natural Mineral Water, sourced from the mineral-rich underground springs of the Rwenzori Mountains, is a flagship product of Rwenzori Beverages.
Filtered six times, Rwenzori Mineral Water embodies nature’s purity and is a key hydration partner for the marathon.
Available in 500ml and 1.5-liter bottles, Rwenzori Pure Natural Mineral Water retails at UGX 17,100 and UGX 18,200 per carton, respectively (eMoolo Digital Logistics, 2025).
Rwenzori Mineral Water branding aligns with the marathon’s eco-tourism ethos, reinforcing local pride and supporting regional economic growth.
Rwenzori Mountain Ranges: An Undervisited Treasure The Rwenzori Mountain Ranges, often called the “Mountains of the Moon,” offer rugged terrain and biodiversity, including peaks like Mount Stanley (5,109m).
Unlike Mount Kilimanjaro (50,000 visitors annually) and Mount Kenya (15,000 visitors), which benefit from better marketing and accessibility, the Rwenzoris attract fewer than 1,000 trekkers yearly.
Tough terrain, isolation, and overshadowed popularity contribute to this, though conservationists view the low traffic as a boon for preserving its pristine ecosystem.
To boost Rwenzori trekking, a multi-channel strategy is essential;
- Partner with travel influencers for social media campaigns targeting adventure enthusiasts, aiming for 100,000 impressions monthly.
- Launch a website with virtual tours and a booking platform, integrated with Google Ads for a 20% conversion rate increase.
- Collaborate with airlines like Brussels Airlines for package deals, offering a 10% discount on treks booked with flights.
- Host pre-marathon trekking workshops to attract 500 participants, enhancing word-of-mouth promotion.
- Finally, target niche markets like eco-tourists through sustainable tourism certifications, projecting a 30% visitor increase in two years.
The marathon benefits from a robust partnership network, including Brussels Airlines, providing international connectivity; Sanlam Insurance Uganda, offering participant coverage; and Aerolink Flight Deals, facilitating domestic travel.
These partners to the 2025 Mount Rwenzori Marathon in Uganda enhance logistical support and safety, reinforcing the event’s credibility and appeal.
Uganda’s vibrant event calendar complements the Rwenzori Marathon.
The Kampala City Festival (October annually) showcases urban culture with music and food, drawing 10,000 visitors.
The 2025 edition of the Kampala City Festival (8th edition of the festival) will take place in Kampala City on 5th October, 2025 ahead of the 63rd Uganda Independence day anniversary.
The Karamoja Cultural Festival: Set to take place from September 8th -13th, 2025, at Nakapiripirit Primary School, Kakomongole, Chekwii, Northern Uganda.
The Karamoja Festival highlights pastoral traditions in northeastern Uganda, attracting 5,000 attendees.
The Gulu Marathon aka Gulu City Marathon (December) promotes peace and fitness in northern Uganda, with 3,000 runners.
The Fort Portal Marathon aka Fort Portal City Marathon leverages the Rwenzori foothills, hosting 2,500 participants.
The Coffee Marathon aka Uganda Coffee Marathon in Ntungamo (May)
The Uganda Coffee Marathon, also known as the Ntungamo Coffee Marathon, is a May event in Ntungamo, Uganda, focused on empowering rural women in the coffee sector.
The Uganda Coffee Marathon combines a marathon with a cultural celebration and aims to raise funds and awareness for women coffee farmers. The event includes races of varying distances, a concert featuring top East African music artists, and various activities promoting the coffee industry and its role in the local economy.
Mount Elgon Half Marathon (November)
The Elgon Half Marathon, featuring Olympic champion Joshua Cheptegei, is scheduled for November 1st, 2025, in Mbale City.
This year marks the third edition of the event, which is organized by the Joshua Cheptegei Development Foundation in partnership with United Nations Development Programme (UNDP).
The marathon aims to promote climate action, community empowerment, tourism, and the fight against gender-based violence,
Kabaka Birthday Run (April Annually)
The Kabaka Marathon, officially known as the Kabaka Birthday Run, is an annual event held in Uganda to celebrate the birthday of the Kabaka (King) of Buganda, Ronald Muwenda Mutebi II, and to raise funds for health initiatives.
The Kabaka Birthday Run 2025 edition, took place on April 6th, focused on the theme “Men for Good Health to Save the Girl Child and the Fight to End HIV/AIDS by 2030
Bunyonyi Marathon (January Annually)
The Bunyonyi Marathon, organized by Gutsy, a running club based in Kampala, is an annual event aimed at promoting sports tourism, fitness, and the preservation of Lake Bunyonyi.
Lake Bunyonyi is the largest and highest of three small lakes (the others being Lake Mutanda and Lake Mulehe) in the Kigezi highlands that are part of the Nile basin.
The Uganda Marathon (May Annually)
The Uganda Marathon is a long-distance running event held in Masaka, Uganda. The event was first run on 24th May 2015 and has been held in the Summer of every year since.
The primary function of The Uganda Marathon is to support community projects in the Masaka Region surrounding the race.
MTN Kampala Marathon (November Annually)
The MTN Uganda Kampala Marathon, now in its 18th edition, is an annual athletics road event that has been a mainstay on the Ugandan sports event calendar since its inception in 2004 giving participants “a good reason to run” because apart from running for health and fitness, they get to contribute towards a community-benefiting project.
These sporting events collectively enhance Uganda’s tourism narrative, offering diverse experiences year-round.
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For more information or to book your adventure, contact local operators or visit the Kasese Tourism Investors Forum website. Stay tuned for live updates from the Rwenzori Theluji Festival launch next week!
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