Sting Energy Drink, through Crown Beverages Limited, has entered Uganda’s motorsport space after announcing a partnership with rally driver Umar Dauda.
The partnership brings together the energy drink brand and one of Uganda’s established rally drivers as Sting seeks to expand its presence among motorsport enthusiasts through its “Funa Boost Ne Sting” campaign.
Speaking at the launch, Joseph Byaruhanga, Brand Manager for Sting at Crown Beverages Limited, said the partnership was aimed at taking the brand’s association with speed and performance into Uganda’s rallying scene.
“Sting is a brand built around energy, intensity and pushing beyond the expected. Internationally, Sting has a strong association with Formula 1, and we are now taking that spirit into a motorsport discipline with strong cultural relevance in Uganda. There is no better personality to bring our ‘Funa Boost Ne Sting’ proposition to life than Umar Dauda,” Byaruhanga said.
Dauda has established himself as a competitive driver in Uganda’s National Rally Championship (NRC), with his breakthrough coming in 2022 when he secured his maiden NRC victory at the Fort Portal Rally in a Mitsubishi Evo VI, alongside co-driver Hamza Lwanga.
He successfully defended his Fort Portal Rally title in 2023, this time driving a Mitsubishi Evo IX with co-driver Steven Bunya. The pair completed the event in 1 hour, 40 minutes and 41 seconds.
Dauda later moved to the Mitsubishi Evo X, popularly known as the “Boost Bomb”, which he has used to compete in subsequent NRC events, including the Bugerere and Kabalega Hoima rallies.
Under the partnership, Sting plans to engage motorsport fans through rally activations, digital content, fan engagement activities and experiential events.
Byaruhanga said the partnership reflected the shared values of Sting and rallying, including speed, precision, resilience and the determination to push beyond limits.
“Rally is not for the faint-hearted. It demands focus, resilience, precision and the energy to keep pushing. These are the same qualities we see in Sting and Umar Dauda,” he said.
The partnership marks Sting’s latest move to strengthen its connection with Uganda’s motorsport community, while giving Dauda a new platform to engage fans and promote his rally career.
