Kia Motors CEO Joseph Ssemuwemba (Long sleeves) handing over a dummy cheque to Rwenzori marathon co-founder Amos Wekesa
The Tusker Lite Rwenzori Marathon has announced KIA as the official automotive partner for the 2025 edition of the race. This marks the first-ever collaboration between the globally renowned automotive brand and Uganda’s most iconic destination marathon.
This collaboration was made official at KIA’s home in Uganda, The Motorcenter East Africa Ltd. (TMCEA), which is celebrating 20 years of operations this year. Known for bold design, innovation, and technology, KIA has earned its place as the go-to vehicle brand for Uganda’s corporate elite – making it an ideal partner for the Tusker Lite Rwenzori Marathon.
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“This partnership is a big win,” said Amos Wekesa, Co-Founder of the Tusker Lite Rwenzori Marathon. “KIA’s presence reflects the standard we’re setting for African sports tourism. We’re not just growing a race – we’re building a world-class experience.”
As part of the partnership, KIA will supply official race vehicles and – for the first time ever –each of the marathon’s four race categories will have a designated lead car, including the 42KM (KIA Sorento), 21KM (KIA Sportage), 10KM (KIA Seltos), 5KM (KIA Sonet)
Lead cars are a critical feature of any professionally run race. They help set pace, clear the route, provide visibility, and enhance the competitive environment for elite runners in the full and half marathons.
“This is not just a branding stunt,” added Wekesa. “Having lead cars on all routes signals that we’re taking race organization seriously, both for our elites and runners at large.”
KIA will also be exhibiting their newest models at the marathon venue, with product specialists on hand to engage runners, spectators, and fans throughout the weekend.
Kia motors CEO Joseph Ssemuwemba
Joseph Ssemuwemba, the Chief Executive Officer (CEO) Kia Motors Uganda expressed delight about this partnership.
“We are very proud to be part of the Rwenzori marathon for a number of reasons. The Kasese community is very important to us together with the tourism in Kasese and we’re looking at contributing a lot in the development of this. We would also like to showcase our product that comes with affordability and durability.”
Now in its fourth year, the Tusker Lite Rwenzori Marathon continues to break new ground – attracting participants from over 35 countries, promoting climate awareness, discovering local talent, and boosting tourism around the Rwenzori Mountains.
The 2025 Tusker Lite Rwenzori Marathon takes place on August 23 in Kasese, Uganda.
With a scenic route that crosses the equator and runs alongside Queen Elizabeth National Park, this is more than just a race—it’s an adventure.
