Darren Leung (L) with Sentrim MD Paren Hirani after receiving the prestigious John Cobb Memorial Trophy at the 2025 British Racing Drivers Club Awards/HANDOUTKenyan hospitality brand Sentrim Hotels & Lodges is taking its push to market the country as a tourism destination to the global motorsport stage after extending its sponsorship of British driver Darren Leung for a second consecutive season in the FIA World Endurance Championship (WEC).
The partnership will see Sentrim branding featured on Leung’s car and racing kit as he competes at some of the world's biggest endurance-racing venues, including the iconic 24 Hours of Le Mans.
For Sentrim, the deal is intended to use the international reach of endurance racing to expose Kenya to new audiences, particularly travellers, business leaders, investors and luxury lifestyle consumers.
Leung, who drives for Paradine Competition, has established himself in endurance racing after winning the British GT Championship GT3 title in 2023 and the Bronze Cup in the GT World Challenge Europe Sprint Cup in 2024. He also finished on the podium at Le Mans in 2024 while driving for BMW.
Sentrim managing director Paren Hirani said the partnership was about more than placing the company's branding on a racing car.
“We believe hospitality extends far beyond providing accommodation — it is about creating memorable experiences and telling Kenya's story to the world,” Hirani said.
The partnership also draws on Leung's personal connection with Kenya and his appreciation of the country's tourism offering, according to Sentrim.
“Darren is not only an excellent endurance-racing driver but also someone who has developed a genuine connection with Kenya. We wanted a partnership built on authenticity rather than just commercial sponsorship and branding,” Hirani said.
Sentrim hopes the global WEC calendar, which covers races in Europe, Asia, the Middle East, North America and Australia, will provide an additional platform to showcase Kenya's tourism attractions.
The country is traditionally associated with athletics and wildlife tourism, but Sentrim sees international motorsport as another avenue through which Kenya can reach potential visitors.
The sponsorship comes shortly after Nairobi was awarded the hosting rights for the 2029 World Athletics Championships, giving Kenya another opportunity to promote itself through international sport.
“Kenya has traditionally excelled through athletics, and we are pleased to note that our country has just been awarded the rights to host the 2029 World Athletics Championships,” Hirani said.
“Our sponsorship underscores the need to broaden that success into other international sports that introduce Kenya to new audiences.”
Sentrim operates five properties in Kenya, in Elementaita, the Maasai Mara, Amboseli, Tsavo and Mombasa, with a combined 300 rooms.
Hirani said the company viewed the partnership as an opportunity to demonstrate the ability of Kenyan businesses to operate on international sporting platforms.
“Although the branding on the racing car and driver's tracks carries Sentrim Hotels & Lodges, we see ourselves as carrying the Kenyan flag,” he said.
