Athletics
How Tusker Lite helped put Kasese on the global map
Five years ago, convincing a Kampala resident to spend a weekend in Kasese was not the easiest sell.
Today, thousands do exactly that every August.
They book hotels months in advance. They drive across the country. Some fly in from overseas.
They wake up before sunrise to run through villages at the foot of the Rwenzori Mountains and spend the evening dancing under neon lights.
Somewhere along the way, a marathon became much more than a marathon.
As the Tusker Lite Mt Rwenzori Marathon prepares to celebrate its fifth edition this August, it is worth reflecting on what has happened in Kasese over the last five years.
Because what started as an ambitious sporting event has evolved into something far bigger; a tourism platform, an economic catalyst, a launchpad for athletes and perhaps one of the most successful examples of place-branding Uganda has seen in recent years.
The story, fittingly, begins with a mountain.
In June 2022, tourism entrepreneur Amos Wekesa and a small team stood atop the snow-capped peaks of the Rwenzoris and raised a Tusker Lite Mt Rwenzori Marathon flag.
It was a symbolic gesture, one that marked the beginning of an idea few could fully comprehend at the time.
The vision was simple enough: create a world-class marathon in one of Africa’s most spectacular landscapes.
The ambition, however, ran much deeper.
Today, looking back from the vantage point of five editions, perhaps the more interesting question is not why a marathon was brought to Kasese.
It is why Tusker Lite chose to be part of it.
After all, beer brands sponsor football matches all the time.
They sponsor concerts.
They sponsor parties.
A mountain marathon in the foothills of the Rwenzoris is not the obvious choice.
For Elizabeth Mutamuliza, Marketing Manager Beer at Uganda Breweries, that is precisely why it made sense.
Many brands sponsor events. We wanted to build an experience. Tusker Lite has always been a brand for people who seek out adventure, who choose experiences over routines and who believe life is best lived actively. As a low-carb beer, we naturally appeal to consumers who embrace active lifestyles and are constantly looking for new challenges and new experiences. When we looked at the Rwenzoris, we saw a destination that perfectly embodied those values. The mountain represents resilience, exploration, ambition and discovery. The marathon gave us an opportunity to create something authentic to the brand while also creating long-term value for Kasese, its people and Uganda’s tourism sector. That is what made this partnership different.
Elizabeth Mutamuliza Nsubuga, Marketing Manager Beer at Uganda Breweries
In many ways, the mountain and the brand were always a natural fit.
The Rwenzoris are not easy.
Neither is running 42 kilometres through Kasese’s terrain.
Neither is choosing adventure over comfort.
And that is exactly the audience Tusker Lite has spent years speaking to.
People who are constantly searching for the next challenge.
People who would rather collect stories than excuses.
The first edition, held in September 2022, delivered exactly that.
Runners battled rain, mud and demanding terrain. The conditions were unforgiving, but they also became part of the event’s identity.
Unlike city marathons defined by smooth tarmac and predictable routes, Kasese offered something different; a race that felt raw, authentic and deeply connected to its environment.
The local community embraced it immediately.
Villages transformed into cheering stations. Roads filled with spectators. Businesses opened their doors to visitors arriving from across Uganda and beyond.
And when the race ended, another experience began.
The after-party that followed would eventually evolve into the now-famous Tusker Lite Neon Rave, adding a lifestyle and entertainment dimension that made the marathon weekend unlike anything else on the continent.
That combination of sport, tourism, culture and celebration proved powerful.
By the second edition, participation had crossed the 1,000-runner mark.
By the third, the event had secured World Athletics course certification, giving athletes access to internationally recognised times and opening pathways to bigger opportunities abroad.
Athletes such as Abel Chelangat would go on to leverage performances recorded in Kasese to compete on larger international stages, turning the marathon into more than a race. It had become a launchpad.
Yet while the athletic success stories are impressive, the transformation of Kasese itself may be even more remarkable.
A study by the Makerere University Tourism Research and Development Centre estimated that the marathon generated more than Shs3.5 billion for the local economy during the 2023 event weekend alone.
Hotels experienced record occupancy, restaurants saw increased business, transport operators benefited from the influx of visitors and small enterprises found new customers.For many businesses, marathon weekend became one of the most important dates on the annual calendar.
But the impact extended beyond economics.
For years, Kasese has often found itself in national conversations for reasons that had little to do with its extraordinary beauty.
The marathon offered an opportunity to tell a different story.
A story about adventure, tourism, opportunity and one of Uganda’s most breathtaking destinations.
Every year, thousands of people who may never have considered visiting Kasese find themselves spending a weekend there, discovering the Rwenzoris, exploring Queen Elizabeth National Park, visiting local attractions and experiencing the warmth of the community.
What began as a race gradually evolved into a tourism ecosystem.
By the fourth edition, the scale of that transformation was impossible to ignore.
More than 3,500 runners from 56 countries participated in the event, according to figures from the Ministry of Tourism, Wildlife and Antiquities.
For one weekend, Kasese became a global meeting point.
Athletes shared roads with first-time runners.
International visitors mingled with local communities.
Adventure seekers explored the mountains while revellers filled entertainment venues long after the final medals had been awarded.
For Mutamuliza, this broader impact is what makes the marathon particularly meaningful.
“As Uganda Breweries, we have always believed that the communities around us should grow alongside our business. One of the things we are most proud of about the Tusker Lite Mt Rwenzori Marathon is seeing the impact it has had beyond race day.
Over the years, Kasese has welcomed thousands of visitors, local businesses have benefited from increased economic activity, athletes have gained access to international opportunities and the region has earned visibility on the global stage. Knowing that the marathon has contributed to changing fortunes and changing perceptions for many people is incredibly rewarding for us.”
Now, as the event prepares to mark its fifth edition on August 22, it does so with achievements few could have imagined when that flag was raised atop the Rwenzoris in 2022.
The marathon has attained World Athletics Label Status and secured inclusion on the World Athletics Calendar, placing it among races recognised for meeting international standards in athlete experience, route quality and event organisation.
A recently announced USD1 million prize kitty is expected to elevate its profile even further.
But perhaps the most significant achievement cannot be measured in prize money, participation figures or certification status.
It is the fact that thousands of people now look at Kasese differently.
Five years ago, the idea was to organise a marathon.
What emerged was something much bigger.
A platform for athletes, for tourism, for local enterprise and for adventure.
And a reminder that when brands invest in experiences rather than events, extraordinary things can happen.
The runners may provide the spectacle.
The mountain may provide the backdrop.
But five years on, the real success story is that a district, a destination and a community have found themselves at the centre of a movement that continues to grow with every stride.
The post How Tusker Lite helped put Kasese on the global map appeared first on Kawowo Sports.
More than a race, the Fort Portal City Marathon is building a platform where sport, tourism, business and community converge in Uganda’s Tourism City.
Just days from now, thousands of runners and visitors will descend on Fort Portal for the second edition of the Fort Portal City Marathon, which takes place on Saturday, July 18, 2026.
They will run the 42km, 21km, 10km and 5km races, all starting and finishing at Boma Ground.
But the bigger story of the Fort Portal City Marathon lies beyond the distances covered and medals earned.
The marathon is much more than a race in the truest sense of the word.
It is a platform to promote healthy living, showcase Fort Portal and Tooro as one of Africa’s most compelling tourism destinations, create opportunities for local businesses and bring communities together.
Every runner who comes to Fort Portal does more than complete a race. They stay in hotels, eat in restaurants, use local transport, visit tourist attractions, shop, interact with communities and ultimately become potential ambassadors for the destination.
That is the bigger vision behind A Run in Paradise.
Tourism in motion
Fort Portal is uniquely positioned for a destination marathon.
Uganda’s official Tourism City sits at the heart of a region blessed with crater lakes, tea estates, cultural heritage, forests, mountains and some of the country’s leading tourism attractions.
The Rwenzori Mountains, Kibale and Semuliki national parks, Karuzika Palace, Amabere Ga Nyina Mwiru, Tooro Golf Club and dozens of hidden crater lakes are all part of the wider experience awaiting visitors.
The Kingdom sees the marathon as an opportunity not only to attract visitors but also to showcase Tooro’s culture, hospitality and economic potential.
“The Fort Portal City Marathon provides us with an opportunity to showcase the beauty, culture and hospitality of Tooro while creating opportunities for tourism, investment and economic growth,” Tooro Kingdom Prime Minister Calvin Armstrong Rwomiire Akiiki said.
The invitation, therefore, is simple: come early, experience the Marathon Business Expo, run the race, enjoy Fort Portal’s nightlife, explore Tooro and then return home with stories worth telling.
“The marathon may bring you to Fort Portal, but the landscapes, culture, adventure and hospitality are what make you stay,” Fort Portal City Marathon CEO Stephen Mugabe said.
Business beyond the finish line
The inaugural edition demonstrated the economic potential of the marathon.
More than 1,000 runners registered, 40 exhibitors participated and more than 100 volunteers helped deliver the event.
With a significant number of participants travelling from outside Fort Portal, hotels, restaurants, transport operators, tourism businesses, exhibitors and local enterprises benefited from increased activity around race weekend.
This year, the marathon expects over 2,500 runners and nearly 5,000 people across the three-day experience.
The Marathon Business Expo, scheduled for July 16–17 ahead of Race Day on July 18, provides businesses, government agencies, tourism operators and brands with direct access to participants and visitors.
Impact that goes further
The marathon’s ambition also extends beyond tourism and business.
During the inaugural edition, 1,000 tree seedlings were distributed to marathon participants and institutions in partnership with Roofings Limited, while a percentage contribution was committed to the Tooro Education Fund.
This year, the marathon will support Tooro Babies Home and encourage participants and visitors to contribute essential items for the children in its care.
The marathon is also building deeper connections with Tooro Kingdom, Fort Portal Tourism City, government agencies, corporate partners and communities.
His Majesty Omukama Oyo Nyimba Kabamba Iguru Rukidi IV graced the inaugural edition as Guest of Honour, underlining the growing relationship between sport, culture and tourism.
The road ahead
The long-term ambition is to establish the Fort Portal City Marathon among Africa’s leading destination marathons.
That journey will require sustained partnerships, stronger organisation, greater community involvement and an experience compelling enough to bring visitors back year after year.
For now, the next chapter begins on July 16. The Expo will open. Visitors will arrive. Businesses will engage. The city will come alive.
And on Saturday, July 18, thousands will take to the roads of Uganda’s Tourism City.
A Run in Paradise awaits.
The post Why Fort Portal City Marathon? appeared first on Kawowo Sports.
- Event: 2nd Fort Portal City Marathon
- Date: Saturday, 18th July 2026
- Start & Finish: Boma Ground
- Distances: 5KM, 10KM, 21KM, 42KM
- Fee: Ug.Shs 60,000 with a finisher’s medal
- Theme: A run in Paradise
All is set for the second edition of the Fortal Portal City Marathon due on Saturday, 18th July 2026.
Over 2,500 runners are expected to take to the roads of Uganda’s Tourism City in Fort Portal City for the theme marathon; “A run in Paradise”.
The countdown is on. With Race Day fast approaching, preparations for the second edition of the Fort Portal City Marathon have entered the final stretch as organizers prepare to welcome thousands of runners and visitors to Uganda’s Tourism City.
The start and finishing point will be at the famous Boma grounds.
Varying distances:
The runners will compete in the 5KM, 10KM, 21KM (half marathon) and 42 KM (full marathon) with nearly 5,000 people anticipated across the wider three-day marathon experience.
But activity will begin long before the first runner takes to the road.
Last year, Cosmas Olemukan won the full 42 KM marathon whilst Hilda Nkoola won the same distance for females.
Three days of experience
The Marathon Business Expo will run from July 16–17 at Boma Ground, bringing together businesses, exhibitors, government agencies, tourism operators, partners and visitors.
The Expo will provide a platform for businesses to showcase products and services, engage directly with participants and create experiences ahead of Race Day.
The Fort Portal City Marathon is no longer simply about what happens on Race Day. We are building a complete experience. We want people to come early, experience the Expo, run the marathon, enjoy Fort Portal, explore Tooro and leave as ambassadors for the destination.
Stephen Mugabe, CEO – Fort Portal City Marathon
Bigger second edition
The 2026 edition builds on the foundation of last year’s inaugural marathon, which attracted 1,000 registered runners, 40 exhibitors and more than 100 volunteers.
This year’s event is expected to more than double runner participation while welcoming a growing number of visitors, exhibitors and partners.
The marathon has also expanded its national visibility through partnerships across tourism, media, corporate and public sectors.
Organisers say preparations have focused on delivering a safe and memorable experience, with work ongoing around race logistics, route management, hydration, security, medical support, branding and participant experience.
Running through paradise:
Starting and finishing at Boma Ground, the marathon route takes runners through the distinctive landscape of Fort Portal.
The course winds through the leafy Njara hills, crosses the Mpanga River and climbs the demanding Bukwali Hill before passing some of the city’s most recognisable landmarks, including St Leo’s College Kyegobe, Nyakasura School, St John’s and Virika cathedrals, Fort Portal’s adjacent mosques and Karuzika Palace.
Beyond the course lies an even wider destination experience. Visitors can explore Tooro’s crater lakes, tea estates, cultural sites, national parks, nightlife, hospitality and communities.
Community at the heart:
The marathon will also continue its community impact initiatives. This year, organisers will support Tooro Babies Home and encourage runners, visitors and partners to donate essential items for children in its care.
The initiative builds on the inaugural edition’s environmental and education interventions, which included the distribution of 1,000 tree seedlings and a committed contribution to the Tooro Education Fund.
“Our ambition is to build something that creates opportunities for businesses, promotes healthy living, supports our communities and showcases our destination to Uganda and the world,” says Mugabe.
Final call
Registration for the marathon is UGX 60,000, covering the official marathon shirt, route hydration and a finisher’s medal.
As the final countdown begins, organisers are calling on runners, families, businesses and visitors to make their way to Fort Portal.
The message is simple. Come early. Experience the Expo. Run the race.
Discover Tooro.
The post Fort Portal City Marathon 2026: A run in paradise with over 2500 runners anticipated appeared first on Kawowo Sports.
Samwel Kiprotich (Salomon) raced to his first Golden Trail World Series (GTWS) title on Sunday (5 July), winning the Quebec Mega Trail 28,9km in Canada in a tight finish as athletes from Africa walked off with the major share of the prize money.
Kenyan and Moroccan athletes filled the top six places in one of the closest men’s races in the history of GTWS. Just 47 seconds separated 6th– placed Kenyan Timothy Kibbett (Salomon) from his compatriot Kiprotich, with the first non-Africa, American Taylor Stack (Brooks), trailing 6 minutes back in 7th.
Romanian athlete, Madalina Florea (Scott), last year’s overall GTWS champion, won the women’s race after a tough duel with Kenyan Caroline Kimutai (Salomon). Florea finished a yawning seven minutes clear of French athlete Marie Nivet (Nike ACG) as Kimutai faded in the final quarter to finish third, another two minutes back.
The race marked Quebec’s entry into the GTWS circuit and took place over a demanding 28.7-kilometre course featuring 1,397 metres of elevation gain.
Most of the climbing took place in the first third of the race, which featured two technical climbs up Mont-Sainte-Anne, and steep descents through its ski resort. The second half consisted largely of fast, root-strewn singletrack trails.
After finishing fourth at Ledro Sky Trentino earlier this season, Kiprotich stepped onto the top of the podium in only his second GTWS race. “I’m happy. Of course, it wasn’t easy,” said Kiprotich after his victory.
“I didn’t want to spend too much energy following the leaders in the early stages because I knew I needed to be strong at the end. In the last ten minutes I pushed at full speed and got the win.”
Florea prepared well for race, arriving ten days early to adapt to the change in time zones and become familiar with the route. “It was a very good day for me,”said Florea after her victory. “The spectators along the course gave me wings and flower power!
“It’s no longer that important for me to be number one – it’s more important to enjoy myself in racing. Winning the Golden Trail World Series title last year had been a dream for many years. Now it’s time to enjoy every race.
“But if enjoyment and winning can go together, then I’ll say ‘okay – let’s do it!’”
Runner-up at Ledro Sky Trentino, Florea’s victory in 2:27:12 moves the Scott athlete into the lead of the overall standings with 442 points, ahead of Kimutai on 408 and Nivet on 344.
Moroccan Elhousine Elazzaoui (Nnormal) mixed it with the leaders from the start but found the flatter, faster second half favoured his rivals. He finished fourth behind Kenyans Philemon Kiriago (Run2gether On Trail) and Nashon Kiplimo (Salomon), just 31 seconds behind the winner, but retains the overall series lead thanks to his victories at Zegama-Aizkorri in Spain and Ledro Sky Trentino in Italy.
“Yes, for me the race was good but it was really too flat for me. There are many athletes who are good on the flat,” Elazzaoui told SPNAfrica. “The next one will be better and I’ll be racing Sierra Zinal.”
The race got off to a blistering start but the first ascent, a brutal 2.4-kilometre climb averaging 21%, quickly whittled the field down to a lead group of Adam Sjolund (Ponderosa Pilates), Elazzaoui, Kiriago and Kibett. Kiprotich was just 12 seconds adrift with Stack a further 12 seconds back.
With the two major climbs behind them, the race shifted into a higher gear on the northern slopes of Mont-Sainte-Anne, winding through fast and technical forest trails. The fight for victory was completely open heading into the decisive final section, with several athletes still firmly in contention.
In the end, it was Kiprotich who claimed victory, crossing the line in 2:08:19 after a performance built on consistency and tactical patience. Kiriago finished second, just five seconds behind, while Nashon Kiplimo completed the podium a further 13 seconds back after an intensely contested second half of the race.“
Runner-up at Ledro Sky Trentino, Florea went one better this time, claiming a dominant victory in 2:27:12. The win moves the Scott athlete into the lead of the overall standings with 442 points, ahead of Kimutai on 408 and Nivet on 344.
The GTWS moves back to Europe for the fourth leg, the 23,5km Salomon Pitz Alpine Glacier Trail, which takes place in Austria on 1 August, just a week before the fifth leg at Sierra Zinal (SZ) in Switzerland.
Zegama and Sierra Zinal have been the only fixtures in the GTWS programme since its inaugural year in 2018, with many regarding SZ as the most competitive trail race on the planet. While the race records are held by trail legends Kilian Jornet and Maude Mathys, Africa has dominated in recent years, and every indication is that this year will be no different.
The post Six of the best for Africa at Quebec Mega Trail appeared first on Sports Network Africa.
-
News5 months agoCamilla Lamina shows calm leadership even off the bench
-
DLSU5 months agoShan Nunag shows composure beyond year in La Salle debut
-
Football5 months ago
2026 Uganda Cup: The confirmed fixtures, venues & kick off times at round of 32
-
Foreign Pros5 months ago
‘Eric Chelle must pay compensation to quit Super Eagles post’
-
Cricket News5 months agoT20 World Cup 2026: 'We've got to stay positive' – Afghanistan coach Jonathan Trott remains hopeful of reaching Super 8 despite back-to-back losses
-
Football5 months ago
Divine Mukasa plays full time as Leicester City bows out of FA Cup to Southampton
-
Others5 months ago
Sarah Babirye Kityo: The majestic return to 12th Parliament, to front sports talent development
-
CAF5 months agoAFCON 2025: The Good, The Bad, and The Ugly, and Why African Football Is at a Crossroads