Latest Insights
Nairobi enters race for 2029 World Athletics Championships against London, Rome and Munich
World Athletics will name the 2029 and 2031 hosts after the inaugural Ultimate Championship in Budapest on 11–13 September.
Great Ethiopian Run Targets World's Largest 10km With 60,000 Runners
Expansion drive backed by existing Presenting Partner Bank of America; race adds children's and secondary-school entries alongside record turnout ahead of its 22 November edition. The 2026 edition, runs under the theme "My Run, My Color”.
On Signs Teenage Sprinter Mukona Manavhela as Swiss Brand Doubles Down on South Africa
The 17-year-old becomes On's second South African track signing in under three months, extending a strategy built on backing athletes before the market prices them.
Kenyan Winners Korir and Lokedi Earn $150K Each at Boston Marathon as Course Record Falls
Kenyan athletes once again underlined their dominance in global distance running at the 2026 Boston Marathon, with both race winners capturing significant prize money and performance-based incentives.
Debswana Backs World Athletics Relays Gaborone 2026 With P16 Million ($1.17 Million) Deal
Debswana Diamond Company has been confirmed as the title sponsor of the World Athletics Relays Gaborone 2026, committing P16 million ($1.17 million) to the event scheduled for May 2–3 at the Botswana National Stadium.
On Signs South Africa’s Lythe Pillay as it builds its presence across African athletics
The deal marks On’s entry into South Africa’s track and field market, as it builds presence across African athletics.
Columbia Sportswear Joins Growing Commercial Ecosystem Around Kilimanjaro Marathon
This sponsorship marks a strategic alignment with one of East Africa's leading endurance events.
From Barefoot Viral Moment to Brand Deal: Kenyan Athlete Mercy Chepngeno enters NIL agreement with Swiss Sportswear Brand On
Swiss performance brand On has signed 18-year-old Kenyan middle-distance and steeplechase athlete Mercy Chepngeno to a Name, Image and Likeness (NIL) agreement, marking a notable commercial milestone for one of East Africa's most promising junior prospects.
Access Bank Lagos City Marathon 2026: Prize Money, Performance & The Economics of Road Racing
The 11th edition of the Access Bank Lagos City Marathon has reinforced Lagos' position as one of Africa's most commercially competitive road races. With $50,000 awarded to each winner, the elite 42km race once again attracted East Africa's deepest marathon talent pool.
Soufiane El Bakkali - Moroccan Steeplechase Champion gets sponsorship with On
Soufiane El Bakkali, one of the most dominant distance runners. El Bakkali famously disrupted decades of Kenyan dominance by winning Olympic gold in the 3,000m steeplechase at Tokyo 2020.
