The World Rally Championship (WRC) Safari Rally is one of Kenya’s most celebrated motorsport events, attracting global attention and boosting both local and international tourism.

As the 2025 edition ended on Sunday 23, 2025, in Naivasha, Kenya, Finsco Africa is making a significant mark not just as a sponsor but as a champion of gender empowerment and economic growth.

In a significant milestone of breaking barriers in motorsport, Finsco Africa has backed two rally cars this year, including the only women-led team in the competition, namely Tinashe Gatimu and her mother, Caroline Gatimu.

At just 20 years old, Tinashe participated in her third consecutive WRC Safari Rally, driving a Subaru Imprezza GC8 with her mother as her navigator. Their presence in this high-adrenaline sport represents resilience, courage and the breaking of gender barriers.

By supporting the Gatimu duo, Finsco Africa reaffirms its commitment to women’s empowerment, an ethos that extends beyond motorsport to its real estate ventures, where women make up a significant portion of its investors.

In driving economic growth through motorsport, Finsco Africa’s involvement in the WRC Safari Rally goes beyond sponsorship, it is a strategic investment aimed at leveraging the rally’s impact on Kenya’s economy.

Finsco’s key focus this year is the company’s flagship project, Bliss WaterPark Naivasha, strategically located along the Kedong route, a prime section of the rally course which targeted thousands of fans, media, and tourists converging in Naivasha where the event provided a golden opportunity for local businesses, particularly in real estate, hospitality, and tourism.

By aligning its investments with the rally, Finsco Africa is not only boosting its brand presence but also supporting Kenya’s positioning as a global sports tourism hub.

Beyond sponsoring the Gatimu team, Finsco Africa has also taken on a prestigious role by sponsoring the official opening car of the rally, a move which underscores its active participation in shaping Kenya’s motorsport landscape and further cements its presence in high-impact investment opportunities.

The rally’s influence on Kenya’s economy is undeniable, bringing in international visitors and driving development in infrastructure, job creation, and business opportunities. As more investors recognise the economic ripple effect of the WRC Safari Rally, Finsco Africa stands out as a trailblazer in leveraging motorsport for long-term growth.

As the engines roar and the dust rises on Kenya’s rugged rally tracks, Finsco Africa’s vision remains clear on empowering communities, supporting ground-breaking talent and driving sustainable investments to aid in shaping the future.

By backing a trailblazing women-led team and playing a pivotal role in the rally’s success, the company is not just making history but actively shaping the future of motorsport and real estate development in Kenya.

• A Tell Media / KNA report / By Clinton Ng’iela