WRC Promoter announces key leadership change as Safari Rally nears

WRC Promoter has announced a significant leadership change with the appointment of Arne Dirks as Chief Marketing Officer (CMO), effective from April 1.

The move is expected to strengthen the marketing and commercial strategies of the FIA World Rally Championship (WRC) and FIA European Rally Championship (ERC) as the organization aims to expand its global footprint as per statement released by WRC.

Dirks, an experienced sports marketing executive, has an extensive background in sports promotion, sponsorship, and brand development.

His role at WRC Promoter will involve overseeing all marketing operations, enhancing fan engagement, and driving the commercial success of the championships.

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His arrival comes at a crucial time as the WRC gears up for one of its most iconic events, the Safari Rally Kenya.

Meanwhile, 18-time WRC rally winner and Toyota WRC team principal Jari-Matti Latvala is preparing for a thrilling new challenge as he steps into the world of historic rallying.

The Finnish motorsport veteran will make his debut in the European Historic Rally Championship (EHRC) at the upcoming Rally Costa Brava.

Latvala, who has been at the helm of Toyota GAZOO Racing’s WRC team, will take the wheel of the legendary Toyota Celica Turbo 4WD, marking the start of an exciting new journey.

For the 39-year-old, this is more than just another rally—it’s the fulfillment of a long-time dream.

“One of my favourite cars has been the Toyota Celica ST185, and the year 1993 when Juha Kankkunen won the championship. This has been my dream, to drive that car in competition. And now it's going to happen,” Latvala shared as per WRC portal.

Latvala’s passion for driving never faded, even after taking up his role as Toyota team principal. He credits his return to competition at the 2023 Secto Rally Finland for reigniting his competitive fire.

“After I stopped at the end of 2019, it took a while for me to realise how much I was missing driving. In Finland, 2023, this was the moment when I really understood this, and the old feeling for driving was back,” he admitted.

The Celica, prepared by Latvala’s own team in Finland, holds immense sentimental value for him.

His close collaboration with four-time world champion Juha Kankkunen, who now serves as deputy team principal at Toyota GAZOO Racing, has added another layer of excitement to the project.