Madison General Insurance has dedicated itself to the promotion of sports tourism in the country. At a press briefing attended by the Chief Executive Officer of Madison General Insurance and representatives from the Zambia Motorsport Association, Chabala Lumbwe, the Managing Director of Madison, emphasised their unwavering commitment to supporting sports events like the Zambia Motorsport Association. He stressed that this support benefits not only Madison as a Zambian enterprise and the sports association but also the entire country. Madison sees this as its way of contributing to the government's efforts to promote tourism and showcase the nation, recognising the significant role that sports play in this endeavour. During the same event, Sam Ching'ambu, the President of the Zambia Motorsport Association, expressed gratitude to Madison for their consistent support of motorsport, as they will be sponsoring this year's Zambia International Rally.