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Kenya Breweries Limited (KBL), through its beer brand White Cap, comes on board as the official Responsible Drinking partner for the 2022 East African Mini Classic Rally set to take place from the 9th to 11th of December.

This is the second time that the brand is partnering with the regional motorsport body this year, after their involvement in the larger classic rally event held back in February this year.

The brand’s sponsorship is part of the company’s ongoing strategy to leverage the Kenyan motorsport scene to boost its sensitisation efforts on responsible drinking as it supports the various sporting interactions.

The sponsorship adds to the brewer’s already significant participation in several sporting disciplines around the country, which has substantially increased in the company’s centenary year. 2022 sees KBL celebrate 100 years in the Kenyan market.

Speaking during the announcement of the partnership, White Cap Senior Brand Manager Abel Ratemo mentioned their increased involvement in motorsport represents the brand’s intent to have a wider and more effective impact on the motorsport scene.

“The mini-classic is an iconic rally that is an extension of the bigger Classic rally that is held annually. As KBL and the White Cap brand, this is another opportunity to connect with our consumers through a shared passion point.

We are excited to yet again partner with the East African Safari Classic for this event.

Ratemo added that the company intends to use the event as an awareness campaign around responsible drinking, noting the company’s commitment towards creating a healthy and safe drinking culture.

“Our sponsorship for the classic rally is in line with our standing as a responsible corporate citizen. We continue to champion responsible drinking throughout all our interactions. We are confident this event will see another high level of safety and responsible enjoyment throughout,” he added.

Commenting on the rally, East African Safari Rally Limited Chairman Joey Ghose said:

“We are delighted to partner with KBL and we welcome them on board yet again for this year’s mini classic rally. We are anticipating a really challenging event this year, because of the North Rift route, and because of the weather, which will be quite wet this year. We have around 35 teams taking part in the mini classic rally, with eight international teams coming in for the event. We are very happy about the international turnout. High international interest in the mini classic event means there will be even higher interest from international teams when the main classic rolls around.” said Mr. Ghose.

The 2022 mini Safari Classic edition commences on the 9th of December in Nakuru where several local and international drivers will race across the upper rift region in a thrilling three-day race culminating in Eldoret on the 11th of December.


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