Inspire Africa Group has officially partnered with Inertia Racing during the ongoing Pearl of Africa Rally, currently taking place in Mbarara and set to conclude on Sunday.
The partnership is aimed at promoting Inspire Africa’s new iced coffee product, Cold Brew, positioned as an energy drink designed for sports enthusiasts and adventure-driven audiences.
As part of the activation, members of the rally team visited Africa Coffee Park for a mini engagement ceremony, where Inspire Africa Group donated 1,000 tins of Cold Brew to support ongoing rally activities.
Inspire Africa Group Chief Executive Officer Nelson Tugume welcomed the team to the facility and reaffirmed the company’s commitment to supporting motorsport while promoting coffee consumption among Ugandans through sports platforms.
“We are using platforms like Motorsport to connect coffee with energy, performance, and youth engagement,” Tugume said, noting that Cold Brew is designed to appeal to active and sports-oriented consumers.
He also extended an invitation to the rally team to participate in the upcoming Coffee Marathon 2026 scheduled for October 3, 2026, which will feature a car drifting showcase alongside other motorsport activities.
Lead rally driver Didas Matsiko praised Inspire Africa Group for its continued support toward coffee promotion, youth engagement, and the growth of motorsport in Uganda.
“We appreciate Inspire Africa for not only supporting rallying but also promoting Ugandan coffee in innovative ways that connect with young people,” Matsiko said.
The Pearl of Africa Rally continues to attract motorsport enthusiasts and sponsors, with organisers highlighting growing corporate interest in linking sport, tourism, and local industry promotion.
