Tanzania, March 20 -- Dar es Salaam. Columbia Sportswear has officially joined the Kilimanjaro Premium Lager International Marathon, marking the start of what is expected to be a long-term partnership with one of East Africa's most prominent sporting events.

The brand, distributed in Tanzania by Hudson Group, will participate as an Official Supporting Sponsor for the 2026 edition of the race.

Speaking on the development, Hudson Group's Marketing Manager for Sports Brands, Nicola Balbo, said the decision to partner with the marathon was driven by its strong alignment with Columbia's outdoor heritage and global positioning.

"We have strategically chosen to support the event together with Columbia, recognising its prestige, legacy and gro...