While most corporate sponsors show up at the World Rally Championship (WRC) for visibility, Finsco Africa came to shift paradigms. At the just-concluded 2025 WRC Safari Rally in Naivasha, Finsco did more than put its logo on cars—it put Kenyan women on the global motorsport map and strategically fused gender empowerment with economic impact.
In a rally scene long dominated by male names and faces, Finsco Africa backed the only women-led team in the competition: 20-year-old Tinashe Gatimu and her mother, Caroline Gatimu. The duo defied odds, stereotypes, and industry inertia as they powered their Subaru Impreza GC8 through Kenya’s unforgiving terrain. Their presence was more than symbolic—it was revolutionary. It signaled a refusal to treat women as mere spectators in high-stakes sports, and a powerful reminder that African women can drive, lead, and win on any stage.
![Public Service Commission (PSC) Vice-Chairperson Mary Wanjira Kimonye (right) receives a trophy gift from the Institute of Human Resources Management [IHRM] during the 6th Women in HR Convention which is in Naivasha. Photo by Shikuku/ Immaculate Kariuki](https://coatmediaafrica.com/wp-content/uploads/2025/03/DSC_3896-120x86.jpg)
But this is not just a feel-good story. Finsco’s participation in WRC is part of a bigger economic playbook. By aligning its Bliss WaterPark Naivasha project with the rally’s Kedong route, the firm isn’t just riding the rally wave—it’s directing it. With thousands of fans, investors, and international media flooding into Naivasha, Finsco turned adrenaline into real estate opportunities, using motorsport as a lever for growth in tourism, hospitality, and infrastructure. By sponsoring both the Gatimu team and the rally’s official opening car, Finsco Africa has positioned itself not just as a sponsor—but as a key architect of Kenya’s emerging sports economy.
