Kenya Breweries Limited (KBL), through its beer brand White Cap Lager, will be the official Responsible Drinking partner for the 2022 Inaugural Lioness Rally, the first all-female rally event in Kenya.
The event, the first of its kind, will attract a host of experienced lady drivers. Notable names will include Lisa Christofferson and former KBC news anchor Pauline Sheghu. The former is the founder of the Lioness Rally Club and the latter is the first Kenyan lady to complete an event in the Kenya National Rally Championship.
This announcement comes in the wake of the brand’s increased involvement in the Kenyan motorsport space, following White Cap’s participation as the official responsible drinking partner of the 2022 season of the Kenya National Rally Championship, as well as the East African Classic Safari Rally held in February of this year.
Speaking on the sponsorship and the upcoming event this weekend, The Rally Founder Christofferson was delighted at KBL ‘s involvement in the rally and invited all ladies to not only attend the event, but also offer themselves as marshals, mechanics, drivers and navigators for the rally club.
Said Christofferson: “We are excited to partner with KBL through their brand White Cap brand for the first all-female rally in Kenya. The Lioness Rally club is a platform that is trying to break the existing bias of rally being a male-dominated sport. It is our firm belief, as the Lioness Rally Club, that this weekend’s event is a step in the right direction to expand the sport to accommodate all genders. We are grateful for the support we have received to bring this, and the other events we have planned, to fruition.”
Adding to that, Pauline Sheghu, a seasoned Kenyan rally driver, mentioned her excitement at seeing more ladies getting the opportunity to participate in motorsport through the Lioness Rally Club platform: “There is a lot that ladies can do in our events, aside from driving or navigating. As an all-female rally club, we need security, ladies with technical and mechanical know-how, fundraising expertise and more. There is so much we can achieve together, so please come join us on Sunday at Kasarani, and make all these things happen.”
The partnership is another step forward in the organisation’s strategy to increase its involvement in the Kenyan motorsports sector and sports as Kenya Breweries celebrates 100 years of existence in 2022.
Speaking on the sponsorship Whitecap Marketing Manager Catherine Ndung’u underscored their support for the women rally and agenda on sensitisation of gender sensitivity in Motorsports:
“Our involvement in the inaugural Lioness Rally is in line with our standing as a responsible corporate citizen where we continue to champion responsible drinking throughout our interactions. Further to that, Kenya Breweries Limited has and continues to prioritise promotion of gender diversity and inclusion, which remains a key value for our organisation. Therefore, the women’s rally becomes a key platform to speak about both elements and showcase our intent to leverage the sport for these important agendas. We hope that as we continue to be involved in motorsport, we will make this an inclusive platform for all participants and enthusiasts alike as we continue to drink better, not more,” added Ndung’u.
The Lioness Rally event that takes place on 27th March at the Kasarani Grounds. This will mark the start of several motorsport events for the second half of the 2022 calendar year, with the Africa Rally Championship and World Rally Championship in April and June 2022 respectively