Kenya Breweries Limited (KBL), through its premium beer brand White Cap, has announced a Ksh20 million sponsorship for the 2025 World Rally Championship (WRC) Safari Rally. This sponsorship further strengthens Kenya’s reputation as a global motorsport hub while reinforcing KBL’s commitment to supporting sports development.
The much-anticipated Safari Rally will take place from Thursday, March 20, to Sunday, March 23, in Naivasha. This prestigious motorsport event will bring together elite rally drivers from Kenya and across the world, offering fans thrilling action on the country’s rugged terrains.
KBL and Safari Rally Partnership
The sponsorship agreement between KBL and WRC Safari Rally Kenya was officially unveiled at the East African Breweries Limited (EABL) offices in Ruaraka. As part of the deal, White Cap was named the Official Pouring Partner for the event.
Speaking during the announcement, KBL Marketing and Innovations Director Mark Mugisha emphasized the importance of the Safari Rally in Kenya’s sporting landscape. He highlighted KBL’s long-standing commitment to supporting various sporting disciplines, including motorsports, golf, athletics, rugby, and football.
Mugisha described the Safari Rally as one of Kenya’s most iconic sporting events, noting its rich history and deep connection with the country. He added that KBL was honored to be part of this thrilling spectacle, which continues to capture the imagination of fans both locally and internationally.
Promoting Responsible Drinking and Sustainability
Beyond sports sponsorship, KBL is committed to corporate responsibility, focusing on areas such as environmental conservation, water sustainability, and responsible drinking. The company plans to use the Safari Rally as a platform to promote these critical messages.
“We recognize that with great partnerships come great responsibilities. As a responsible corporate citizen, KBL is committed to ensuring that our involvement in sports extends beyond entertainment. The Safari Rally provides an excellent platform for us to amplify key sustainability messages, particularly in environmental conservation, water conservation, and responsible drinking,” Mugisha added.
KBL will work closely with event organizers, government agencies, and environmental groups to ensure that Naivasha’s breathtaking landscapes remain protected. Fans attending the rally are encouraged to embrace sustainable practices, ensuring the rally’s long-term success and minimal environmental impact.
Safari Rally Kenya CEO Hails KBL’s Support
WRC Safari Rally Kenya CEO, Charles Gacheru, expressed gratitude to KBL for their continued support, emphasizing the crucial role that sponsorship plays in ensuring the success of the event.
“The Safari Rally is an event that captures the passion and energy of millions of fans. As organizers, we are committed to delivering an unforgettable experience, and this generous support from KBL is a major boost to our preparations,” said Gacheru.
One of the major highlights of this year’s event is the initiative to enhance accessibility for fans who may not be able to travel to the rally stages. Public rally villages will be set up at Soysambu, Morendat Farm, and Hell’s Gate, where fans can enjoy:
- Live rally action on big screens
- High-energy entertainment
- Food and drinks from various vendors
- Interactive activities and meet-ups with motorsport personalities
Additionally, traffic management improvements will be implemented to ensure a smooth and hassle-free experience for all rally attendees.
Why the WRC Safari Rally Matters for Kenya
The WRC Safari Rally is more than just a sporting event—it is a key economic driver that boosts tourism, local businesses, and Kenya’s international profile. With thousands of fans traveling to Naivasha, the event injects millions into the hospitality, transport, and service industries.
Furthermore, Kenya’s motorsport scene has seen a resurgence since the Safari Rally returned to the WRC calendar in 2021. The event has become a highlight in the global rallying circuit, drawing top international drivers and teams to compete on Kenya’s challenging and scenic rally routes.
What to Expect from the 2025 Safari Rally
The 2025 edition of the Safari Rally promises to be one of the most competitive yet, with both local and international rally drivers set to battle it out on Kenya’s rugged roads and unpredictable weather conditions. Fans can expect intense head-to-head battles between the world’s best rally drivers, thrilling off-road racing through Kenya’s breathtaking landscapes, a vibrant fan experience at the public rally villages, and exciting entertainment events, including music performances and food festivals.
Final Call to Fans
With the Safari Rally just days away, organizers are urging fans to make early travel and accommodation arrangements to enjoy the full rally experience.
Thanks to KBL’s Ksh20 million sponsorship, this year’s event promises to be bigger and better, offering motorsport enthusiasts an unforgettable adventure in Naivasha.
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