It is that time of the year again. Power, thrill and speed like seen nowhere else.
The World Rally Championship Safari Rally is more than just a motorsport event. It is a global stage, drawing over 124 million spectators worldwide and turning Kenya into the epicentre of a highstakes competition where speed meets strategy, and adventure meets opportunity.
But beyond the dust, roaring engines and breathtaking landscapes, including the iconic geothermal fields in Olkaria, lies an even bigger story, a once-in-a-year, high-impact marketing opportunity for Kenya.
This is not just a sporting event, it is our nation-branding moment, a chance to showcase the country’s best offerings to the world, from tourism and infrastructure to investment potential.
Like in every great global event, WRC presents brands in Kenya with two kinds of platforms – a chance to own the stage or leverage existing platforms to maximise visibility.
It is time for Kenyan brands to be deliberate in choosing how to engage.
While the attention will all be majorly on the rally stars, the greatest winners in such moments are not necessarily those with the fastest cars, but those who understand how to capture attention, control their own narrative and turn fleeting moments of excitement into long-term gains.
Countries and businesses that understand this principle shape the world’s perception of them, ensuring that long after the engines go silent, the impact remains.
For virtually one week, the world’s attention turns to Kenya. International teams, sports media, motorsport fans, rally enthusiasts and adventure seekers will flood the country.
Naivasha will be transformed into a bee-hive of activity in ways not experience any other time of the year. But the real question is what happens when the rally dust settles.
Will Kenya have used this opportunity to solidify its place as a top-tier global destination for sports, adventure, and investment? Will the world see beyond the rally and discover a country of innovation, rich culture, and economic promise? This is the challenge, and this is also the opportunity.
The WRC Safari Rally is not just about motorsport, it is a showcase of Kenya’s vast landscapes, its world-renowned tourism sector, and its ability to host global events.
This is a chance to position the country as the ultimate destination where modern infrastructure meets raw adventure, where technology meets culture, and where investment meets opportunity.
The rally takes drivers through some of the most stunning terrains on earth, starting from Nairobi, the only city with a National Park, to the breathtaking plains of Naivasha to the geothermal wonders of Olkaria.
Every turn, every dust cloud, every roaring engine is a visual story waiting to be told to millions watching from across the globe. The potential is limitless, but only if we seize it with intention.
The rally drivers will be speeding past the geothermal power plants, through the KenGen Green Energy Park where global investors now have a chance to set up their business in the newly gazetted Special Economic Zone.
This is the only one of its kind in the world powered purely by geothermal which goes a long way in cutting down carbon emissions.
Other nations have mastered the art of turning global sporting events into economic and branding tools. Monaco’s Formula 1 Grand Prix for one, transformed the tiny principality into a luxury tourism and real estate powerhouse.
Qatar’s Fifa World Cup was not just about football, it was a strategic move to reshape global perceptions and attract billions in foreign investment.
Closer home and maybe the most memorable game to most Kenyans, the 2010 World Cup in South Africa, left a lasting legacy in infrastructure, tourism and business confidence, making it a case study in how a sporting event can change a nation’s trajectory.
Kenya must now study and adapt these strategies. The WRC Safari Rally 2025 should not be treated as just another event but as a launchpad for greater ambitions.
The real work begins off the track. Kenyan brands need to develop deliberate and wellexecuted strategies to ensure that this global moment is not wasted. It is not enough for the world to watch, we must make sure they remember us the way we want them to.
We must tell our own story in ways that captivate and inspire, linking the rally to Kenya’s strengths in conservation, innovation, and economic opportunity.
We must create platforms where international investors see the potential that lies beyond the race, from sustainable energy projects to tourism ventures that can redefine global travel.
We must ensure that once the final car crosses the finish line – for those who will make it, because many do not – the momentum does not fade but instead fuels a sustained global engagement that positions Kenya as a hub for major events, investment, and international collaboration.
The world is watching, and the road ahead is ours to define. The WRC Safari Rally 2025 is here, and Kenya stands at a crossroads between being a passive host and taking centre stage in a way that leaves a lasting imprint on the world.
The choice is ours. Will we let this moment pass with only personal thrills to count on, or will we rise to the occasion, steering our narrative with the same precision and courage as the drivers navigating the rally’s toughest terrains? Make no mistake, the dust will settle, as it must but the story we tell must endure. What story will you tell?
The writer is a Marketing and Corporate
Communication Manager, KenGen
PLC
