KCB banks on WRC fanfare to advance sustainability agenda

Since ancient times sports have been a source of entertainment for people. Sports symbolise health, with top matches featuring athletes in peak physical condition.

Ironically, while sports promote healthy lifestyles, they can also harm the environment, which is essential for maintaining good health. Athletic activities, whether played or watched, can create significant environmental "footprints" due to their consumption and misuse of natural resources by people.

Despite its dependence on the natural environment, the sports industry has been slow to adopt environmental sustainability.

However, one sport which has made commendable strides in sustainability is the World Rally Championship (WRC) which is currently taking place in Kenya as part of the world series calender. Initially, WRC was a traditional gas-powered series, not established with sustainability in mind. The progress WRC has made is particularly impressive because it actively prioritises sustainability in its approach.

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As awareness of sustainability grows, fueled by increasing concerns about climate change, no sector can ignore its responsibility to champion the sustainability agenda.

The World Rally Championship (WRC) was the first FIA world championship to mandate a three-star environmental accreditation for event organizers, starting in 2016. By 2027, the WRC expects all teams, suppliers, and event organisers to hold this accreditation. The goal is to establish clear deadlines that will encourage meaningful progress beyond the series' own objectives.

In addition, the WRC has established Beyond Rally Community, which currently consists of over 60 sustainability managers from its events.

Locally, and in line with its motto of a sustainable future driven by growth and collective purposeful actions, Kenya Commercial Bank (KCB) is one of the leading corporate sponsors of the WRC, contributing KSh 209 million to this year’s iconic motorsports event, which kicked off today. The 2025 WRC Rally was officially flagged off by President Ruto from KICC, Nairobi.  The bank has committed to allocating at least 1 per cent of this sponsorship amount to advance its corporate sustainability agenda.

“The bank has pledged to dedicate 1 per cent of its WRC sponsorship towards environmental conservation in partnership with WRC, focusing on afforestation, waste management, and conservation projects,” explains KCB Group Head of Corporate Affairs Judith Odhiambo.

She said the group is actively promoting the involvement of local MSME, especially from Naivasha- the epicenter of the rally, by ensuring that the services and products for the event are sustainably sourced, and any waste and litter carefully collected and disposed-off sustainably by contracted MSMEs.

Additionally, the bank is engaging local youth through a sustainability-themed art competition for schools in Naivasha, to foster environmental awareness and creativity in addressing the challenges of climate change.

Recognized as one of the toughest rallies on the world rally circuit, this sporting event attracts thousands of spectators. However, large-scale events often lead to significant carbon emissions, waste generation, and environmental degradation.

KCB emphasizes that creating awareness during the event leaves a positive legacy that outlasts the excitement typically associated with such activities. Ms. Odhiambo states that it is an “opportunity that Kenyan corporates cannot afford to waste,” as the event draws in youthful fans who represent the momentum of the future.

She challenges corporates to take a leading role in championing sustainability through the adoption of sustainable practices in their operations. These efforts can help cultivate ‘sustainable citizens.

During the rally season, KCB plans to plant 3,000 trees. Last year, a total of 1.3 million trees were planted through the Linda Miti Initiative, and there are plans to plant 1.5 million trees this year.