Mwamba Rugby Football Club and EXP Kenya have signed a partnership agreement that will see the experiential marketing agency work with the club to grow Mwamba’s commercial value.
Opened in Kenya in 1996, Exp Kenya is part of Africa’s largest and leading experiential marketing agency network – Exp Group, with its headquarters in Johannesburg, South Africa.
The deal will see EXP – whose mission is to “Bring Brands to Life Through Events”- handle experiential marketing as well as event and sponsorship management of Kenya’s premier rugby club, the Mwamba Rugby Football Club and its commercial assets, with immediate focus on the upcoming George Mwangi Kabeberi Memorial Sevens Tournament.
With this step, EXP further solidifies it’s involvement in the local rugby scene. The renowned marketing has previously executed exciting experiential marketing opportunities in Kenyan rugby for their clients through events like the Safaricom 7s National Circuit, Tusker(#RugbyNaTusker) as well as the Kings of Rugby, a fast growing university rugby sevens tournament among others.
Speaking on the partnership, Mwamba RFC President Alvas Onguru said: “We’re entering a new era of commercialization and development of sustainability in sport, so to have EXP come alongside and support us as we continue to build and grow the Mwamba brand is a huge step for our club. We’ve already seen excellent crowds and absolute professionalism at the various rugby and other sporting events they have managed,” he said.
EXP Kenya Managing Director, Simon Manambo says: “We’re partnering with Mwamba Rugby at a very exciting time. The club has an ambitious on and off pitch development plan and we’re determined to help transform it into Kenya’s best rugby club. Our approach is to identify and manage sponsorship properties that best represent our clients business objectives — managing the end-to-end engagements from rights negotiation to programme management, on-the-ground’ activation and evaluation, ensuring a measurable return on investment — and believe that this will be of good value to Mwamba,” he said.