Kenya Breweries Limited (KBL), through its premium beer brand White Cap, has announced a Ksh45 million sponsorship for this year’s World Rally Championship Safari Rally, reinforcing its long-standing support for motorsport in Kenya.
The high-adrenaline rally, now in its sixth consecutive year since returning to the global calendar, will take place from March 12th to 15th in Naivasha. The event will bring together elite local and international drivers, further cementing Kenya’s reputation as a global motorsport hub.
The sponsorship was unveiled at the Tusker Brew House in Ruaraka, where White Cap was also named the Official Pouring Partner and Official Responsible Drinking Partner for the 2026 edition.
Increased Investment to Enhance Rally Village Experience
Speaking during the announcement, KBL Managing Director Andrew Kilonzo said the company had increased its sponsorship by Ksh25 million this year to strengthen event logistics and elevate the overall rally village experience.
“We have increased our sponsorship for the Safari Rally by Ksh25 million as a demonstration of our commitment to the sport and adventure for our consumers and fans of the rally. The increased investment will go towards WRC event logistics and the elevation of the overall village experience at the 2026 rally,” said Kilonzo.
He added that hosting the Safari Rally aligns with Kenya’s broader ambition to transform itself from a traditional athletics powerhouse into a global, multi-sport and commercialised sporting hub by 2030.
Premium Fan Zones at Miti Mbili Jump
Under the sponsorship, White Cap will redefine the spectator experience through a premium paddock-inspired hospitality zone at the iconic Miti Mbili jump. Drawing inspiration from Formula 1-style circuits, the brand will set up elevated viewing decks and exclusive fan zones designed for comfort and optimal viewing.
Fans will also enjoy live on-screen coverage of the rally action, ensuring they do not miss key moments across the challenging terrain.
For the first time since the rally’s return, spectators will have an opportunity to witness the shakedown session, which has been moved to Naivasha. The new location at Nawisa, adjacent to the service park, will offer rally enthusiasts easier access to watch drivers fine-tune their machines ahead of competition.
Promoting Responsible Drinking and Sustainability
Beyond entertainment, Kilonzo emphasised that the partnership is anchored on responsible drinking and environmental sustainability.
“Our partnership is grounded in a strong sense of responsibility and purpose. As a responsible corporate citizen, KBL ensures that its support for sports extends far beyond entertainment.
We are a business anchored on environmental sustainability, and the Safari Rally offers us an opportunity to champion environmental protection and water conservation to ensure it remains intact for future generations,” he said.
He also urged fans to prioritise safety and responsible enjoyment during the event.
Organisers Welcome Corporate Backing
WRC Safari Rally Kenya CEO Charles Gacheru welcomed the sponsorship, noting that corporate partnerships are critical to delivering a successful global-standard event.
“For the history of the Safari Rally event, it has always captured the soul, passion and energy of millions of Kenyan spectators and those who travel far to enjoy the thrill. KBL has always played a critical role in our sports, and this sponsorship will go a long way to boost the delivery of the event,” he said.
The 2026 edition will feature 20 special stages covering approximately 350 competitive kilometres across some of the most demanding and iconic terrain in world rallying.
Gacheru also called on attendees to adhere to safety guidelines and obey traffic marshals to ensure a smooth and secure rally experience for all.