Standard Group PLC is now the official media partner of the East African Safari Classic Rally (EASCR) slated for February 10-18.
This follows a partnership between the media company and the EASCR, which will be sealed today morning at the Standard Group’s head office, along Mombasa Road, in Nairobi.
The Standard Group has committed to provide media value to the iconic race to the tune of Sh21 million under the partnership.
“We are proud to be the exclusive media partners to one of the world’s greatest motorsport events. This sponsorship will go a long way in ensuring the rally gets extensive coverage and high level visibility of international standards,” said Standard Group’s CEO Orlando Lyomu.
Lyomu said the company is keen to promote sportsmanship, national pride and a cultural exchange through the gruelling motorsport event.
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The Standard Group’s association with the Safari Rally goes back to 1950, when the media house was a major sponsor.
Race organiser Natasha Tundo said despite the turbulent period the world is experiencing due to the prolonged Covid-19 pandemic, plans for the classic rally are in top gear.
She said they will offer rally enthusiasts and the world at large, a perfect opportunity to enjoy a 10-day fun-filled adrenaline-inducing competition. The 5,000 km race, which begins in Naivasha, will traverse 12 counties including Nakuru, Elgeyo Marakwet, Baringo, Laikipia, Kajiado, Taita Taveta and Kilifi.
The competition will end at the Ocean Sports in Watamu, Kilifi County. Besides local drivers, the rally has so far attracted competitors from United Kingdom, South Africa, Poland, Portugal and United States.
Kenya’s successful hosting of the World Rally Championships Safari Rally leg last season has sparked a huge interest in the EASCR.
A Mini Classic rally held last year and won by defending champion Baldev Chager, acted as a dry run to this year’s EASCR championships.
The event has attracted world beaters including former Junior World Rally Champion Patrik Sandell and YouTube guru Ken Block.
Sandell, a former Subaru Motorsports Factory driver, will compete in a Tuthill Porsche 911.
First run in 2003, the legendary EASCR rekindles the spirit of the original Safari Rally, which put East Africa on the motorsport map and earned an unassailable reputation as the world’s toughest rally.