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KBL extends partnership as sustainability lead for East African Classic Rally

Friday, December 8th, 2023 02:00 | By
KBL Rift Region Divisional Sales Manager, Caroline Jebet during the flag-off of the 2022 East Africa Classic Rally in Naivasha.
KBL Rift Region Divisional Sales Manager, Caroline Jebet during the flag-off of the 2022 East Africa Classic Rally in Naivasha. PHOTO/Print

Kenya Breweries Limited (KBL) has solidified its collaboration with the 2023 edition of the East African Safari Classic Rally by announcing its continued support as the Official Sustainability Partner through its renowned White Cap beer brand.

This partnership signifies White Cap’s unwavering support for Kenya’s motorsports sector, aligning with its ongoing strategy to leverage top-tier motorsport events to promote environmental conservation and responsible drinking practices.

Abel Ratemo, KBL Senior Brand Manager for Whitecap Lager, emphasized the significance of this year’s rally in the context of sustainability. He remarked, “As the world’s only carbon-free rally, it stands as a pivotal moment for us at White Cap. Alongside our ongoing efforts supporting sustainability initiatives, notably our partnership with the Rhino Ark Trust, our collaboration with the Classic rally represents our intensified focus on eco-friendly endeavours.”

In line with White Cap’s sustainability agenda, the brand aims to curtail the event’s environmental impact. Ratemo emphasized, “Our role extends beyond responsible drinking advocacy; we aim to echo the message of sustainability, showcasing how even the toughest rally in the world can adapt and significantly minimize its ecological footprint.”

Tash Tundo, East African Safari Classic Rally General Manager, expressed excitement about the renewed partnership with White Cap. “We’re thrilled to have KBL on board once again, this time as the Responsible Drinking and Sustainability Partner for the East African Safari Classic Rally. This partnership underlines our joint commitment to responsible drinking while taking a vital step towards a more sustainable future for our country and global sporting events.”

The upcoming 2023 East African Safari Classic Rally, a hallmark event, is set to feature 44 international rally teams and 21 local teams.

Spanning nine days and covering an exclusive 4000-kilometre route within Kenya, the rally commences this Sunday at Vipingo Ridge and concludes in Diani, Ukunda County, on December 18.

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