The 2026 edition of the WRC Safari Rally Kenya brought more than roaring rally cars to the bustling lakeside town of Naivasha. As thousands of fans flocked to watch drivers navigate Kenya’s rugged terrain, the event also triggered a surge in economic activity for small-scale traders who travel from across the country to serve the crowds.
For many entrepreneurs, the annual rally has evolved into a prime trading season, offering opportunities to boost incomes and expand their businesses.
Rally Weekend Fuels Entrepreneurial Opportunities
From food vendors to merchandise sellers, entrepreneurs lined up along rally spectator stages hoping to capitalize on the massive turnout.
Ayub Mwangi, a tailor from Nakuru, temporarily trades his sewing tools for rally merchandise during the event. His stall, stocked with kites, vuvuzelas and hats, attracts rally fans looking for souvenirs.
“I have never missed a rally since it returned to Kenya in 2021,” he said. “Every year I travel to Naivasha because business here is good. A single kite sells for about KES 500, which is more than I might earn in a day from tailoring.”
Mwangi said he relied on a small business loan to prepare for the busy trading period.
Small Business Financing Supports Traders
To stock enough merchandise for rally fans, Mwangi accessed the Taasi Pochi Loan, a credit facility offered through Safaricom’s M‑PESA ecosystem.
The loan, which is part of the Pochi La Biashara platform, allows merchants to access instant credit ranging from KES 1,000 to KES 250,000 via USSD or the M-PESA app, with flexible repayment periods of seven, 14 or 30 days.
Mwangi says the financing helped him increase stock ahead of the rally crowds.
“I needed extra capital to buy enough merchandise, so the loan helped boost my business since I didn’t have enough funds for stock,” he said.
Food Vendors See Rising Demand
Food vendors have also benefited from the influx of visitors. Maria Wanjiru, who runs Shiro Nyama Choma in Nairobi’s Roysambu area, travelled to Naivasha to set up a nyama choma stall near the Sleeping Warrior spectator stage.
“This is my second year coming to the rally,” she said. “Last year I tried selling sodas and it didn’t work very well. This year I focused on nyama choma and the response has been amazing.”
Wanjiru said she significantly increased her meat supply to keep up with the demand from rally fans.
Small Business Vendors Cash In During WRC Safari Rally in Naivasha
Mobile Payments Simplify Business
Digital payments have played a crucial role in helping vendors manage transactions during the busy event.
Wanjiru said most customers prefer paying through Lipa na M-PESA using the Buy Goods option, making it easier to handle payments without worrying about giving change.
“At this event I am mostly using Lipa na M-PESA. It makes business smoother because customers can pay quickly,” she said.
Her assistant, Job Ogamba, said the high turnout of spectators created steady demand throughout the rally stages. “Events like this really create opportunities for small traders,” he noted.
Youth Entrepreneurs Tap into Rally Crowds
The rally has also created opportunities for young entrepreneurs seeking alternative income streams.
Ian Juma, a 25-year-old from Thika, paused his boda boda work to sell smokies, boiled eggs, tea and soda to rally fans. “In Thika I sell a smokie or egg for about KES 25, but here demand is much higher,” he said.
Juma moved between several rally spectator stages, including Kedong, Sleeping Warrior and Hell’s Gate National Park, following crowds throughout the event.
“I took a risk coming here but it has been worth it,” he added.
Rally Continues to Boost Local Economy
Other traders also reported steady business during the rally period.
Joel Macharia of Linkers Butchery in Kiambu said while sales have not matched the peak years when the rally first returned, the event still creates opportunities for many vendors.
“Large events like this always bring opportunities,” he said, adding that digital payments help keep transactions safe and convenient in crowded environments.
Since its return to Kenya in 2021, the WRC Safari Rally Kenya has grown beyond motorsport to become an important economic catalyst for towns such as Naivasha.
For many small business owners, the rally weekend now represents an eagerly anticipated annual opportunity where sport, tourism and entrepreneurship intersect.