Kenya Breweries Limited (KBL) has committed Ksh 45 million towards the 2026 World Rally Championship (WRC) Safari Rally, deepening its investment in Kenya’s fast-growing sports economy.
The sponsorship, unveiled at the Tusker Brew House, will see KBL’s premium beer brand White Cap serve as the Official Pouring Partner and Official Responsible Drinking Partner for the March 12–15 event in Naivasha.
The brewer has increased its sponsorship by Ksh 25 million compared to last year. The additional funding will go towards event logistics and improving the rally village experience.
Speaking during the announcement, KBL Managing Director Andrew Kilonzo said the company remains committed to supporting the sport and growing its footprint in major international events hosted in Kenya.
“We have increased our sponsorship for the Safari Rally by Ksh 25 million as a demonstration of our commitment to the sport and adventure for our consumers and fans of the rally. The increased investment will support event logistics and enhance the overall village experience,” Kilonzo said.
White Cap will set up a premium spectator zone near the famous Miti Mbili jump. The space will feature elevated viewing decks, exclusive sections and live screens to give fans a better view of the action.
Kilonzo said the Safari Rally has played a major role in shaping Kenya’s sporting identity and supports the country’s ambition to position itself as a global multi-sport hub by 2030.
“Our partnership is grounded in responsibility and purpose. As a business anchored on environmental sustainability, the Safari Rally allows us to champion environmental protection and water conservation. We also encourage fans to enjoy themselves responsibly,” he said.
WRC Safari Rally Kenya representative Jerry Orode welcomed the sponsorship, saying corporate backing remains key to delivering a world-class event.
“KBL has always played a critical role in our sport, and this sponsorship will go a long way in boosting the delivery of the event,” Orode said.
The 2026 rally will feature 20 special stages covering about 350 competitive kilometres across some of the toughest terrain in world rallying. For the first time since the rally returned to the WRC calendar, fans will also have access to the shakedown stage in Naivasha.
Beyond rallying, KBL has also invested in golf through its sponsorship of the Magical Kenya Open, further cementing its presence in Kenya’s top international sporting events.
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