Sting Energy Drink, through Crown Beverages Limited, has officially announced a partnership with prominent Ugandan rally driver Umar Dauda, marking the brand’s entry into Uganda’s rally and motorsport scene.
The partnership brings together two forces defined by energy, performance, adrenaline and the relentless pursuit of excellence.
Speaking at the launch, Joseph Byaruhanga, Brand Manager – Sting at Crown Beverages Limited, said the partnership would help bring the brand’s “Funa Boost Ne Sting” proposition to life.
“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.
A Driver Built for Performance
Umar Dauda has steadily established himself as a formidable force in Uganda’s National Rally Championship (NRC).
His breakthrough came in 2022 when he secured his maiden NRC victory at the Fort Portal Rally, driving a Mitsubishi Evo VI with co-driver Hamza Lwanga.
In 2023, Dauda successfully defended his Fort Portal title alongside Steven Bunya in a Mitsubishi Evo IX, completing the rally in an impressive one hour, 40 minutes and 41 seconds.
His evolution has continued with his transition to the powerful Mitsubishi Evo X, famously known as the “Boost Bomb”, which he has used to compete strongly in subsequent NRC events, including the Bugerere and Kabalega Hoima rallies.
Sting Meets the Need for Speed
The partnership comes at a strategic time for Sting as the brand continues to drive its “Funa Boost Ne Sting” campaign.
Rallying represents everything Sting stands for: speed, precision, intensity, resilience and the courage to push limits. Through Dauda, Sting will connect with motorsport fans through rally activations, content, fan engagement and experiential brand experiences.
“Rallying 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,” Byaruhanga added.
The partnership signals a new chapter for both Sting and Dauda, with the brand putting its energy behind a driver whose journey reflects the drive to perform, compete and go further.
