Darren Leung returns to WEC with Sentrim backing

He also finished on the podium at the 24 Hours of Le Mans in 2024 while driving for BMW, adding to a record that includes the British Racing Drivers' Club John Cobb Memorial Trophy and two RAC Trophy titles.

His continued involvement in the WEC will take him to some of the world's best-known endurance-racing circuits, including the Circuit de la Sarthe for the 24 Hours of Le Mans. The championship features major races across Europe, Asia, the Middle East, North America and Australia and brings together leading manufacturers, teams and drivers in one of the world's most prominent endurance series.

Leung races for Paradine Competition, an established endurance-racing outfit with links to BMW. His second season in the championship also provides continuity for a partnership that brings Kenyan hospitality branding into an international sporting environment.

Sentrim Hotels & Lodges is backing Leung for a second straight WEC season, with its branding appearing alongside the driver at races throughout the calendar.

Sentrim Managing Director Paren Hirani said the partnership is intended to connect the company's hospitality business with international audiences while also providing a platform to promote Kenya.

The company says the WEC audience includes travellers, business leaders, investors and luxury lifestyle consumers across several international markets.

For Sentrim, the relationship also has a personal element. The company says the partnership developed through Leung's friendship with the brand and his appreciation of Kenya's tourism offering.

"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," Paren noted.

Kenya already has a well-established international tourism profile, with attractions ranging from the Maasai Mara and its annual wildebeest migration to Mount Kenya, the country's beaches, wildlife and adventure tourism offerings.

Sentrim sees international motorsport as another avenue through which those attractions can reach audiences beyond the country's traditional tourism markets.

The partnership comes at a time of growing international attention on Kenya's sporting credentials. Nairobi was recently awarded hosting rights for the 2029 World Athletics Championships, giving the country another major global sporting platform.

“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, marking a truly historic moment for our country and the African continent,” Paren said.

“Our sponsorship underscores the need to broaden that success into other international sports that introduce Kenya to new audiences.”

While Sentrim's branding will feature on Leung's car and racing apparel, the company says its interest in the partnership extends beyond visibility.

“Although the branding on the racing car and driver’s tracks carries Sentrim Hotels & Lodges, we see ourselves as carrying the Kenyan flag. This partnership demonstrates that Kenyan companies can confidently compete and collaborate on global platforms,” Paren said.