President William Ruto has called on the private sector to take a leading role in the sustainability of the WRC Safari Rally, emphasizing that the iconic motorsport event should eventually run without government funding.

Speaking at the flag-off ceremony outside Nairobi’s City Hall on Thursday, Ruto reiterated Kenya’s commitment to hosting the world-renowned rally but stressed that corporate sponsorships must increase to secure its long-term future.

"The future of Safari Rally depends on private sector participation. I am looking forward to the day this will cost zero for the Government of Kenya,” he said. The government has already reduced its spending on the event from KSh 2.1 billion in 2023 to KSh 980 million in 2025.

The Safari Rally, a key driver of sports tourism in Kenya since 1953, continues to boost the country’s economy by attracting thousands of local and international fans. Ruto noted that the event is one of the most eagerly anticipated WRC legs globally, with the Hell’s Gate power stage ranking among the most-watched stages worldwide.

Nairobi Governor Johnson Sakaja emphasized the rally’s historical significance, pointing out that the event was first flagged off at the same venue in 1963. He called for the flag-off ceremony to remain in Nairobi to honor this legacy.

Beyond hosting the Safari Rally, Ruto underscored the importance of investing in local motorsport talent. He announced government backing for the FIA’s Affordable Cross Car project, which will provide young Kenyans with opportunities to develop their skills using locally manufactured rally cars.

The President also welcomed plans to collaborate with Toyota Gazoo Racing to train Kenyan drivers and mechanics, highlighting his administration’s commitment to strengthening the country’s motorsport ecosystem.

“To our local drivers led by the 21-year-old Dinashe Gatimu, the entire country is rallying behind you,”Ruto stated, encouraging young motorsport athletes to take advantage of available opportunities.

Additionally, Ruto endorsed the FIA Helmet Wearing Programme, a road safety initiative aimed at promoting helmet use among boda boda riders, aligning with Kenya’s 2024-2028 National Road Safety Plan.

The 72nd edition of the Safari Rally has seen collaboration between multiple government agencies, county governments, and corporate sponsors. The Ministry of Youth Affairs, Creative Economy, and Sports has played a central role in coordinating efforts to ensure the event’s success.

As the rally weekend kicks off, thousands of fans are expected to gather in Kasarani and Naivasha to witness the high-adrenaline competition, reinforcing Kenya’s position as a premier motorsport destination.