Safaricom Deepens Decade-Long Rhino Charge Partnership as Fundraising Model Expands Beyond Motorsport

Kenya’s 37th Rhino Charge Challenge has secured a KES 114 million sponsorship package from Safaricom PLC and the M-PESA Foundation, underscoring the growing role of corporate funding in safeguarding the country’s key water catchment ecosystems.

The funds will support conservation work and event operations for the May 30 competition in Samburu, implemented through the Rhino Ark Kenya Charitable Trust, which has long used the event to finance forest protection initiatives across Kenya.

Funding targets forests under pressure

Of the total package, KES 94 million from the M-PESA Foundation will be directed toward restoration and protection of critical forest landscapes.

These include fencing and safeguarding the Mount Elgon Forest (Suam Block), rehabilitation of the Mau Forest Complex across Narok, Kericho and Bomet counties, and continued restoration of the Mount Kenya forest ecosystem in Tharaka Nithi County.

These ecosystems form part of Kenya’s major water towers, which are increasingly under pressure from climate change, deforestation, and human-wildlife conflict.

Sponsorship strengthens event delivery and participation

Safaricom PLC will contribute KES 20 million toward team sponsorship and connectivity support during the competition.

KES 17 million will support three entries: Car No. 44 led by Adil Khawaja, the EV Explorers team led by Richard Kiplagat, and the Zambarau Heels on the Wheel all-women team led by Agnes Mwangi. A further KES 3 million will enhance communication systems during the event.

A key element of this year’s support is improved digital connectivity in the remote Samburu terrain, including deployment of 5G services to ensure seamless communication for teams and organizers navigating the rugged course.

Safaricom CEO Peter Ndegwa said the investment reflects a long-term commitment to sustainability and impact-driven partnerships:

“This year, we are proud to commit KES 114 million through the M-PESA Foundation and Safaricom. As a company, sustainability remains central to how we create long-term value for our customers, communities, and the environment. Our support for the Rhino Charge reflects our commitment to practical conservation efforts that protect Kenya’s natural heritage while driving innovation and resilience.”

Motorsport used as a platform for innovation and inclusion

The sponsorship also continues to influence participation trends in the event.

Car No. 44 receives KES 15 million, while both the EV Explorers and Zambarau teams receive KES 1 million each to support their participation.

The EV Explorers are using the competition as a real-world test for electric mobility in extreme terrain, while the Zambarau team continues to advance women’s participation in motorsport and conservation fundraising.

Long-term conservation gains

Last year’s Rhino Charge raised KES 269.5 million for environmental conservation, contributing to cumulative funding of more than KES 2.6 billion over the years.

According to Rhino Ark, over 650 kilometres of electric fencing have been constructed across key ecosystems, helping reduce human-wildlife conflict and protect more than 80,000 households living near forest boundaries.

With around 55 entries expected this year, the Rhino Charge continues to serve as a major national platform where corporate sustainability funding, environmental conservation, and high-adrenaline motorsport intersect in support of Kenya’s natural heritage.