In a groundbreaking move for Uganda’s sports and youth culture scene, creative football collective Abashweki, one of the Ntare Lions League clubs, has announced a strategic partnership with top-tier rugby outfit Platinum Credit Heathens RFC.
The cross-sport collaboration is set to usher in a dynamic new chapter in the country’s entertainment and sporting landscape, blending the flair of football with the grit of rugby.
Rooted in shared values of legacy, excellence, and community, this partnership seeks to bridge audiences from both sports, energize fans, and foster a deeper cultural connection among youth.
Abashweki, known for its unique storytelling and youth-driven football movement, and the Heathens, one of Uganda’s most decorated rugby sides, aim to create compelling experiences that sit at the intersection of sport, culture, and creativity.
“We are not just joining forces for visibility,” said Bwambale Ray, Corporate & Communications Affairs Manager at Abashweki. “We’re building a movement that redefines legacy and inspires the next wave of sporting culture in Uganda.”
The collaboration will focus on:
Joint content creation
Youth-centric campaigns
Curated community experiences
Creative merchandise drops
Lucy Ssuubi, Media and Communications Officer at Platinum Credit Heathens RFC, emphasized the innovation behind the partnership: “It’s about fusing football’s flair with rugby’s strength, tradition, and modern cultural expression.”
The campaign, amplified through both teams’ media platforms, will highlight not just sport, but also fashion, music, and storytelling as tools to engage Uganda’s digital-first generation.
With hashtags like #HeathenTuko and #OmushwekiTiMuntu, the partnership signals more than just collaboration; it’s a bold, youth-led cultural movement that pulses with energy, pride, and a reimagined future for Ugandan sport.
