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I’m Not A Consumer Of Beer But I’m Likely To Start,” Said Kimathi During The Partnership Announcement At Safari Park Hotel

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Kenya Breweries Limited (KBL), through its beer brand White Cap Lager, will be the official Responsible Drinking Partner for the 2022 season of the Kenya National Rally Championship.

The partnership is part of the company’s ongoing strategy to increase its involvement in the Kenyan motorsport sector driven by their continued efforts to increase sensitization for responsible drinking, using sports as a platform.

The sponsorship adds to KBL’S already significant participation in several sporting disciplines around the country including among others, football, rugby, athletics, volleyball and golf.

Speaking during the announcement of the partnership, KBL Acting Head of Beer Gin Nyawira noted that supporting motorsports was a strategic move as it represents the brand’s values and direction, adding that it is an opportunity for the company to renew its commitment towards supporting sports in the country.

“The Kenyan National Rally Championship has been iconic sporting event. The motorsport culture has seen a tremendous upturn in the recent past. This is therefore an opportunity to once again renew our commitment in the sporting sector and to leverage this ideal platform to connect with consumers through a shared love for motorsport,” said Nyawira.

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Ms. Nyawira added that the company intend to use the event as an awareness campaign around responsible drinking, noting the company’s commitment towards creating a healthy drinking culture.

”Our sponsorship for the event is in line with our standing as a corporate citizen where we continue to champion responsible drinking throughout our interactions. Our role, therefore is to reinforce the continued messaging around the dangers of excessive drinking and implore all participants and enthusiasts a like to drink better not more,” she added.

Commenting on the partnership, Kenya Motorsport Federation Chief Executive Officer Phineas Kimathi thanked KBL for their support in this year’s KNRC editions saying that their inclusion would be a perfect fit for the competition and an addition for the Kenyan motorsport industry.

“We want to entertain Kenyans since rally drivers are involved in fast cars and race. Rally drivers love to celebrate after every event, so that’s where white Cap comes into. I’m not a consumer of beer but I am likely to start,” said Kimathi.

By Brian Atsali.

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