Kingsway Tyres Ltd was among sponsors of the Athi 4×4 Challenge held in November 2015. From its charity foundation, Kingsway donated Ksh.75,000 and further provided branded car stickers for the competing vehicles. Other sponsors at the event included Redbull and Tribe Hotel. Proceeds from the event will go towards the activities of the Rhino Ark Charitable Trust.
The Athi 4×4 challenge is an off-road rally that includes various obstacle challenges. These include the quarry rally, mud madness, the axle twister and the water eruption stage. Other family activities include fishing in the dam, demonstration events and game drives.