Published on March 19, 2025 by Agencies for Kenya Online News
Last Updated on 1 year by Agencies for Kenya Online News
Kenya Breweries Limited (KBL), through its premium beer brand White Cap, has committed Sh 20 million in sponsorship towards this year’s World Rally Championship (WRC) Safari Rally.
The highly anticipated event, set to take place from March 20th to 23rd in Naivasha, will bring together elite local and international rally drivers, reinforcing Kenya’s status as a global motorsport hub.
The sponsorship agreement between KBL and WRC Safari Rally Kenya was officially unveiled at the EABL Offices in Ruaraka, where White Cap was named the Official Pouring Partner for the event.
Speaking at the announcement, KBL Marketing and Innovations Director Mark Mugisha emphasised the significance of the Safari Rally in Kenya’s sporting landscape and reiterated KBL’s support for sports development in the country.
“The Safari Rally has, for decades, been one of Kenya’s most iconic sporting events, cementing our reputation as a premier global motorsport destination. Its rich history and deep-rooted connection with our country make it an event of great national pride. We are, therefore, honored to be part of this thrilling spectacle, which continues to capture the imagination of fans both locally and internationally. This sponsorship is a testament to KBL’s longstanding commitment to supporting sports across various disciplines, including motorsports, golf, athletics, rugby, and football,” said
Mugisha.
Beyond sports, Mr. Mugisha further highlighted KBL’s dedication to championing responsible drinking and environmental sustainability, stating that the company will leverage this partnership to promote its key corporate responsibility pillars.
“We recognise 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.
We want fans to enjoy the excitement of the rally in a safe and responsible manner. Additionally, we will collaborate with our partners to implement environmental conservation efforts, ensuring that the breathtaking landscapes that make the Safari Rally unique are preserved for future generations,” Mugisha added.
WRC Safari Rally Kenya CEO Charles Gacheru expressed gratitude to KBL for their support, acknowledging the significant role sponsorship plays in the success of the event.
“The Safari Rally is an event that captures the passion and energy of millions of fans. As organisers, we are committed to delivering an unforgettable experience, and this generous support from KBL is a major boost to our preparations.
One of our key focus areas this year is enhancing accessibility for fans, especially those unable to make it to the rally stages. Through partnerships such as this, we are setting up three public rally villages at Soysambu, Morendat Farm, and Hell’s Gate, where spectators can enjoy high-energy entertainment, live rally action, and a great overall fan experience.
We are also implementing strategic improvements in traffic management to ensure a seamless experience for all attendees,” said Gacheru.
