We went all out to enhance the tournament experience and provided a platform where our consumers and golf fans were immersed in our brand values of progress and excellence.

The 2024 Johnnie Walker Uganda Open Championship teed off in style with Johnnie Walker, the esteemed whisky brand 0f Uganda Breweries Limited bringing out its signature blend of sophistication and excitement to the prestigious golf tournament, which drew top talent from across the African continent. In this exclusive interview with Mr. Robert Nsibirwa, Uganda Breweries Ltd’s Marketing Manager for Spirits, he delves into the championship’s highlights and winning partnership between Johnnie Walker and Uganda Golf Union…

Q1: What reflections do you draw from Uganda Open 2024, the tournament that you sponsored?

The Uganda Open 2024 was a tremendous success. It brought together both local and international golf talent from around the continent. The tournament allowed us to reinforce Johnnie Walker’s commitment to the sport and create memorable experiences for players and fans alike, solidifying the brand as golf’s biggest supporter in Uganda.

Q2: What are the primary objectives of Johnnie Walker’s sponsorship of the Uganda Golf Open 2024?

Our primary objective was to strengthen our connection with the golfing community, who are a critical part of the brand’s core target consumer base. We went all out to enhance the tournament experience and provided a platform where our consumers and golf fans were immersed in our brand values of progress and excellence.

Q7: How did the hospitality village and Whisky mentorship sessions contribute to the tournament’s success?

The hospitality village provided a relaxed, vibrant atmosphere for attendees, while the mentorship sessions enriched the experience, offering unique insights into the craft of whisky. Together, they contributed to a memorable, high-quality event, that resonated with our brand’s sophistication.

Q8: What are the key takeaways from the 2024 tournament? How will these insights shape future editions of Johnnie Walker Uganda Open?

Our key takeaway is the importance of creating engaging experiences that resonate deeply with both golfers and enthusiasts. We will continue to refine our activations, focusing on enhancing consumer engagement and creating moments that further elevate Johnnie Walker’s connection with the sport and its fans.

Q9: What are the prospects for growing the tournament’s reputation and attract top talent?

With each edition, we aim to attract a stronger pool of local and international talent. Continued investment in activations, hospitality and player support, as well as our story telling, will ensure the tournament’s growing appeal, helping position it as a premier golf event on the continent.

Q10: Apart from golf, what other sports are you sponsoring?

Our main focus for now is on just golf. However, our mother organization- Uganda Breweries Ltd (UBL), sponsors a range of sports disciplines including athletics (Tusker Lite Mt Rwenzori Marathon), football with Pilsner (Uganda Premier League), and Guinness- the official English Premier League beer sponsor. Guinness also sponsors Rugby through club partnerships.

Q11: Your last remarks!

It has been an honour to sponsor the Uganda Golf Open 2024. We look forward to the greater collaborations with the golfing community. We are in this for the long of it, and we pledge to create more memorable experiences with Johnnie Walker, while inspiring fans and players alike to keep walking towards excellence.