Whitecap Commits Sh45 Million as Government Shifts Safari Rally to Private Sector
KBL Managing Director Andrew Kilonzo(left) and Kipchumba Ruto from the Ministry of Youth Affairs, Creative Economy and Sports during the signing ceremony in Nairobi on March 03, 2026
Whitecap Commits Sh45 Million as Government Shifts Safari Rally to Private SectorKenya Breweries Limited (KBL) has renewed and scaled up its sponsorship of the WRC Safari Rally to Sh45 million, as the government announced a major policy shift handing greater responsibility for the event’s execution to the private sector.
Speaking at the microbrewery in Nairobi during the signing ceremony, KBL Managing Director Andrew Kilonzo said the renewed partnership underscores Whitecap’s long-term commitment to motorsport in Kenya.
“For four consecutive years, this iconic motorsport spectacle has provided Whitecap with an authentic platform to connect with our consumers,” Kilonzo said. “Today, we are scaling up our investment to Sh45 million for the 2026 edition and Sh20 million in cash and Sh25 million in kind through experiential and media value.”
Kilonzo described the Safari Rally as a “national asset” that has grown into one of the most attended sporting events in the country since its return to the FIA World Rally Championship calendar in 2021. The event attracts more than 400,000 spectators across stages in Naivasha and surrounding areas, while delivering significant economic value through tourism, hospitality, transport and global media exposure.
“This is sport, yes, but it is also economic empowerment,” he said, noting that the rally generates an estimated Sh60 billion in economic impact.
Whitecap will continue as the official responsible drinking partner, with enhanced fan zones, experiential activations in Naivasha and along the Nairobi-Naivasha route, and expanded consumer engagement activities.
At the same event, the Ministry of Youth Affairs, Creative Economy and Sports announced a new direction that will see the private sector take a central role in organizing and implementing the Safari Rally beginning with the sixth edition.
Representing the Principal Secretary for Sports, Jumba Ruta said the government will shift from direct execution to an oversight role, allowing corporations and industry partners to lead commercialization and delivery.
“The private sector will take the center stage in execution, coordination and implementation, while government shifts to oversight,” Ruta said, describing the move as a milestone in the commercialization of sports facilities and events.
He assured stakeholders that security, logistics and preparations are in place for the rally scheduled for March 11–15 in Naivasha, adding that Kenya remains the only African country hosting a WRC event.
Organizers expressed confidence that the 2026 edition will be bigger, better and more immersive, reinforcing Kenya’s position on the global motorsport stage.
