KBL, Alpha Romeo Owners Club Partners For 50th Edition Of Concours D’Elegance
NAIROBI, Kenya: Kenya Breweries Limited (KBL) through its beer brand White Cap will be the official Responsible Drink partner for the 50th edition of the Classic Car extravaganza, Concours D’Elegance.
The partnership will see the company extend its ongoing motorsport strategy that has involved it more recently in several motorsport events under the Kenyan Motorsports Federation umbrella with the aim to encourage the culture of responsible drinking and behaviour within the adrenaline sport.
The sponsorship adds to KBL’s already significant participation in several sporting disciplines around the country including; Football, Rugby, Athletics, Volleyball and Golf among others.
Speaking during the announcement of the partnership, EABL Group Corporate Relations Director Eric Kiniti noted that supporting this specific proposition was a strategic move at connecting with its motorsport consumers who enjoy both adrenaline sports and the exciting appreciation for Classic vehicles.
“Concours d’elegance is one of the most exciting motorsport events in the calendar year. It brings together the best of both motorsport worlds. The thrill of vehicles and love of classic vehicles.
He added “This year, as KBL we come on board for the event through our brand Whitecap which mirrors the goals and objectives of the classic event. We strive to create world class experiences which we feel Concours D’elegance has repeatedly done over the past 50 years.”
KBL also celebrating a milestone moment this year as it marks 100 years in the kenyan market has highlighted motorsport as key connection driver with its consumers as it’s seeks’ to ramp up their sporting interactions during their Centenary year and onwards.
He added that the company intends to use the event as an awareness campaign around responsible drinking, noting the company’s commitment towards creating a healthy and safe drinking culture.
“Concours’ attracts over 10,000 fans to the Ngong Racecourse grounds to enjoy. As we create experiences, we are cognisant that we always need to enjoy our motorsport experiences in a responsible manner. This is why as KBL we continue to champion responsible drinking throughout all our interactions.
We recognise motorsport like any other sport has a level of risk when dealing with intricate machines. Our role, therefore, is to reinforce the continued messaging around the dangers of excessive drinking and implore all enthusiasts to drink better not more to ensure a safe and world class experience for years to come.” he added.
Speaking on the partnership, Alfa Romeo Owners Club Chairman, Peter Wanday said.
“We are delighted to partner with KBL through their brand Whitecap welcoming them on board as an official responsible drinking of the 50th Edition of the Concours D’Elegance.”
He added “Reaching this monumental landmark of 50 years is extremely gratifying for us as Alfa Romeo Club as we continue to ensure the love for classic cars is expressed through this prestigious event, we look forward to KBL’s continued involvement for the long-term future”
2022 marks 50 years for the classic event, one of the standout classic and vintage Leisure motorsport events in the world that sees representation from across the world 30 International participants expected for the Golden Jubilee Edition.
