Over the years, BRALIRWA’s involvement in Tour du Rwanda has evolved beyond sponsorship, becoming an integral part of the race’s identity and fan experience.
For the 2026 edition, scheduled to take place from February 22 to March 1, the leading beverage company will participate through its premium beer brand Amstel, which has long been a Gold Sponsor of the race for several consecutive years.
Celebrating performance and authenticity
At the heart of BRALIRWA’s Tour du Rwanda engagement is Amstel 100% PURE MALT, a brand whose values of authenticity, craftsmanship, and consistency align naturally with the discipline and endurance of professional cycling.
As part of its sponsorship, Amstel will once again award the daily stage winners, a tradition that has become a defining moment of each racing day, celebrating excellence, resilience, and achievement on Rwanda’s demanding routes.
Beyond the competitive aspect, BRALIRWA continues to elevate the Tour du Rwanda experience for fans by hosting After-Race Experiences at stage finishes. These moments bring spectators together to celebrate the day’s racing, reinforcing Tour du Rwanda as not just a sporting competition, but a shared national celebration.
Bringing fans closer
In line with its commitment to shared moments and friendship, BRALIRWA, through Amstel, will actively participate in the Tour du Rwanda Social Ride, a unique experience allowing cycling enthusiasts to ride selected race routes ahead of the professional peloton.
The Social Rides will take place on February 26 and March 1, 2026, with participants standing a chance to win exciting rewards. Across the two rides, four sports bicycles—two per ride—will be given away, alongside branded goodies and prizes, making the experience both inclusive and rewarding for cycling fans across the country.
BRALIRWA’s presence will further extend to the Tour du Rwanda Festivals, which will be hosted in four locations nationwide, including: Kigali, Huye, Rubavu, and Musanze.
At each festival stop, Amstel will add to the excitement by giving away one sports bicycle per festival, reinforcing its support for grassroots cycling enthusiasm while celebrating the diverse communities that make Tour du Rwanda a truly national event.
Responsible celebration at the core
As a leading beverage company, BRALIRWA has stated that all Amstel activities during the upcoming Tour du Rwanda 2026 will follow regulatory requirements and responsible drinking guidelines.
Alcoholic beverages will not be sold to persons under 18 or to pregnant women. The company also emphasizes the messages “Drink Responsibly” and “Don’t Drink and Drive,” highlighting its commitment to public safety and responsible consumption.
BRALIRWA’s partnership with Tour du Rwanda continues to blend world-class cycling, fan engagement, and responsible brand leadership, cementing Tour du Rwanda as a celebration that extends far beyond the race itself.
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