Beverage company Bralirwa, through its flagship soft-drink Coca-Cola, has entered into an agreement with the Rwanda Triathlon Federation (RTF) to sponsor their activities over the next three years.
Under the agreement, which was signed on Friday, Coca-Cola will provide logistical support to ensure the successful implementation of RTF’s planned activities.
Coca-Cola as a global brand has always supported an active lifestyle through the sponsorship of major sports events including the FIFA World Cup, NBA or the Copa Coca-Cola to nurture young football talent.
Alex Mbaraga, the president of the Rwanda Triathlon Federation, noted that Bralirwa is the first private company to support them and added that they will always be Bralirwa’s ambassador within the country and beyond.
Bralirwa’s Sales Director Ngange Ngxiki explained that the partnership will be mutually beneficial as RTF will be able to carry out its activities, while Bralirwa will have a platform to promote its soft drinks.
“We encourage all Rwandans young and old to come out, support and actively participate in the Rwandan triathlon, and together we can take this competition to greater heights,” he said.
Bralirwa’s Managing Director Victor Madiela said that the partnership is testimony of Bralirwa’s commitment to the sports fraternity and to the development of Rwandan sports.
“Through this partnership, Bralirwa aims to continue to promote local sports and elevate the standard of Rwandan athletes to compete on an international stage,” he noted.