Amara, the flagship personal care grooming brand owned by HACO Industries, has renewed its partnership with the Kenya Simbas for the 2026 rugby season in a deal worth KES 2.5 million.
The renewed agreement underlines Amara’s continued support for Kenyan sport, talent development, and initiatives aimed at creating a positive social impact through athletics.
As part of the partnership, Amara will provide KES 2.5 million in financial support to the national men’s rugby team while expanding its involvement in the 2026 Kenya National Sevens Circuit.
The partnership is intended to use rugby as a vehicle for youth empowerment, community engagement, and national pride, while supporting athletes representing Kenya at the highest level.
Speaking about the renewal, HACO Industries Managing Director Mary-Ann Musangi said sport plays an important role beyond competition.
“We believe that sport is far more than competition, as it is a powerful driver of character, opportunity, and social progress. By renewing our partnership with the Kenya Simbas, we are investing in a platform that inspires young people, promotes healthy lifestyles, and demonstrates what can be achieved through dedication and teamwork. We are proud to stand alongside our national team as they continue to raise Kenya’s flag on the international stage while inspiring the next generation of sporting talent.”
Amara to support Simbas’ grooming needs
Under the renewed agreement, Amara will remain the Official Grooming Partner of the Kenya Simbas.
The brand will provide the team with personal care products, including shower gels, body lotions, and deodorants, during training camps, tournaments, and other team activities.
The partnership will also feature grooming and personal hygiene education, with a focus on self-care, confidence, and recovery as components of athletes’ overall well-being.
Amara said the initiatives will also provide an opportunity to engage fans and aspiring athletes while promoting positive lifestyles and celebrating sporting achievement.
A representative of the Kenya Rugby Union welcomed the continuation of the partnership, highlighting the importance of private-sector support for the growth of the sport.
“We welcome the continued partnership, as this highlights the importance of sustained private sector investment in strengthening Kenyan rugby and creating opportunities for athletes to thrive both on and off the field.”
The renewed sponsorship forms part of HACO Industries’ wider sustainability and shared-value strategy, through which the company seeks to support initiatives that empower individuals, strengthen communities, and contribute to national development.
Through Amara, HACO aims to link personal care with confidence, well-being, and positive lifestyle choices among Kenyan consumers.
About Amara
Amara offers a range of skincare and personal care products, including lotions, petroleum jelly, glycerine, deodorants, shower gels, and handwash.
The products are designed for daily use and are formulated to provide hydration while being easy to apply and quickly absorbed. Amara products also contain natural African essential oils, which are intended to soften and smooth the skin while providing moisturisation and fragrance.
