BARINGO COUNTY, Kenya — Deep in Kenya’s rugged wilderness, one of Africa’s most extreme off-road events is getting a tech-powered lift and a big cash boost.
Safaricom, the country’s largest telecoms firm, has pledged KES 25.8 million to support this year’s Rhino Charge, a fundraising motorsport event known as much for its punishing terrain as for its unwavering mission: to protect Kenya’s forests and wildlife.
This year’s race, set for 31 May in Baringo County, will mark the 36th edition of the annual event. The sponsorship marks a sharp rise from KES 15 million last year a clear signal, according to Safaricom CEO Peter Ndegwa, of the company’s commitment to conservation.
“As part of celebrating 25 years of transforming lives, we’re proud to double our support,” Dr Ndegwa said in a statement. “This isn’t just about money we’re also bringing connectivity and immersive experiences to enrich the event, even in Kenya’s toughest terrains.”
At the heart of the sponsorship is Car No. 44, an electric vehicle entry known as the EV Explorers, led by Safaricom Chairman Adil Khawaja. It’s the first time an electric team has entered the Rhino Charge a symbolic move towards sustainable motorsport in a country grappling with climate change and environmental degradation.
But the support goes beyond the race car. Safaricom will also deploy temporary connectivity infrastructure at the remote venue, ensuring communication, live engagement and tech-powered experiences for both competitors and spectators.
Organisers say the event will draw around 65 teams, including defending champions and seasoned competitors like Car No. 5 (Graham McKittrick), Car No. 4 (Mark Glen), and Car No. 43 (Peter Kinyua). The field also includes British Army team BATUK, crowd favourites Moto Moto, and Zambarau Heels on the Wheel, a female-led team.
The stakes and impact are high. Last year’s race, held in Kajiado County, broke records by raising KES 325.8 million, with Car No. 44 alone raising KES 175 million.
That money didn’t just win trophies. It funded critical conservation work, including the building of electric fences in ecologically sensitive areas like Mt Kenya, the Aberdares, and Kakamega Forest barriers designed to reduce human-wildlife conflict and preserve natural habitats.
“Safaricom has been one of our most steadfast partners,” said Christian Lambrechts, Executive Director of Rhino Ark, the charity behind the event. “This year’s increased support shows a genuine commitment to the communities and ecosystems that depend on these landscapes.”
Since it began supporting Rhino Charge over a decade ago, Safaricom says it has invested over KES 586 million in conservation through tree planting, renewable energy projects, biodiversity protection and direct support for community-led initiatives.
All proceeds from Rhino Charge go to Rhino Ark, a non-profit founded in 1989 to support conservation across Kenya’s mountain ecosystems. The organisation has since helped build hundreds of kilometres of protective fencing and funded numerous community education programmes.
As race day nears, attention will turn not just to the finishing times but to how much is raised. In the middle of the dry, thorny bush, a fierce competition is unfolding. But the real victory, organizers say, will be for Kenya’s forests.
