In a sport traditionally dominated by men, 20-year-old Tinashe Gatimu and her mother, Caroline Gatimu, are making history as the only women-led team in the 2025 World Rally Championship (WRC).
Tinashe, behind the wheel of a Subaru Impreza GC8, and Caroline, her navigator, are competing for the third consecutive year. Their journey is one of resilience, courage, and determination, inspiring young women across Kenya and beyond to chase their dreams, no matter how unconventional.
Finsco Africa, a leading real estate and investment firm, is playing a pivotal role in this year’s rally by sponsoring the Gatimu team and the event’s official opening car. This sponsorship is part of the company’s broader commitment to gender empowerment and sustainable development. Women make up a significant portion of Finsco’s investor base, and the company sees the rally as an opportunity to amplify its message of inclusivity and growth.
But Finsco’s involvement goes beyond the track. The company is leveraging the rally’s global appeal to boost Kenya’s tourism and real estate sectors. Its flagship project, Bliss WaterPark Naivasha, located along the rally route, is poised to benefit from the influx of tourists, media, and rally enthusiasts.
The WRC Safari Rally is more than a motorsport event—it’s a catalyst for economic growth and national pride. Since its return to the WRC calendar in 2021, the rally has put Kenya on the global map, attracting visitors from around the world and generating millions in revenue. This year’s edition is no exception, with the rally route winding through some of Kenya’s most scenic landscapes, showcasing the country’s natural beauty to a global audience. For local investors, the rally presents a golden opportunity.
For Tinashe and Caroline Gatimu, it’s a chance to prove that women belong in every arena, no matter how tough. For Finsco Africa, it’s an opportunity to drive meaningful change, both on the track and in the communities it serves.
By aligning itself with the WRC Safari Rally, Finsco Africa not only amplifies its brand presence but also contributes to positioning Kenya as a prime destination for sports tourism. The rally continues to be a catalyst for infrastructural development, job creation, and increased business opportunities in sectors such as hospitality, transportation, and entertainment.
The WRC Safari Rally’s impact on Kenya’s economy is substantial, drawing visitors from across the globe and elevating the country’s status as a motorsport hub. Investors, particularly in real estate and hospitality, are increasingly recognizing the benefits of aligning with such events to drive business growth. Finsco Africa’s forward-thinking approach in leveraging this platform is a model for other stakeholders looking to harness the rally’s economic ripple effect.
As the engines roar and the dust rises on Kenya’s rugged rally tracks, Finsco Africa’s vision remains clear—empowering communities, supporting groundbreaking talent, and driving sustainable investments. Through its sponsorship of the trailblazing Tinashe Gatimu team and the prestigious opening car, Finsco Africa is not only making history but also shaping the future of motorsport and real estate development in Kenya.
