Investing Beyond the Track

By Mwihaki Wachira

For the 6th year running, the Absa Kipkeino Classic brought electrifying moments filled with anticipation, cheers, and victories. As the timer ticked down, a thrilling tension enveloped the stadium just before the starting gun fired, with chants and cheers propelling the athletes down the tracks.

The crowd erupted into dance as their favourites crossed the finish line in triumph. This monumental event transcends mere spectacle; it embodies a tapestry of powerful stories woven from resilience, discipline, hard work, and dreams.

But as the applause fades, one might wonder: what comes next?

At Absa, we believe every journey matters, and the remarkable stories created at events such as the Absa Kip Keino Classic 2025 edition extend beyond the tracks. That’s why, even as daily routines settle in and athletes return to their training grounds, we remain committed to nurturing dreams by investing in the future, aspirations, and journeys of these incredible athletes.

For months, I have witnessed the athletes’ dedication as they prepared for the Absa Kip Keino Classic, observing their transformation from the training ground to the global stage, an experience Absa proudly supports.

Over the past six years, our investment of over Ksh200 million into the Kip Keino Classic stands as testament to the growth it fosters both for the athletes and our nation. This year, we committed Ksh60 million, reflecting our unwavering belief that our support is not seasonal but a strategic investment in the future of our young people.

As a brand that champions transformative initiatives, we demonstrate that sponsorship is not simply about cheques and branded merchandise; it’s about empowering individuals and communities to realise their full potential.

Every athlete who steps onto the track carries a story, and we stand at the forefront of amplifying those narratives, aligning with our brand promise: “Your Story Matters.” Take Ferdinand Omanyala, for example. His ascent from a promising talent to national recognition received its momentum at the Kip Keino Classic in 2021. His journey, like countless others, exemplifies the remarkable transformation Absa is proud to support beyond the racetracks.

Our investment transcends prize money because we recognise sports as a career. That is why we have instituted robust financial literacy programmes to equip athletes with vital tools to manage their incomes, invest wisely, and secure their futures.

In February, we hosted a comprehensive financial training session in Kaptagat, equipping dozens of athletes with essential financial and wellness skills. We have also partnered with nutritionists, the Eliud Kipchoge Foundation, and other experts to nurture athletes’ holistic development, focusing on their growth beyond financial accomplishments.

Furthermore, Absa is committed to uplifting local businesses by collaborating with sportswear creators to outfit aspiring athletes. This partnership enriches young runners with quality and affordable gear while simultaneously enhancing visibility for local businesses on a national stage. Together, we are not just celebrating athletic excellence; we are cultivating a thriving community.

What’s more, our efforts extend well beyond just supporting athletes, recognising that they are embedded in communities that also require empowerment. We have integrated impactful initiatives such as tree planting programmes to enhance environmental sustainability, support education through scholarships and training programmes, and community outreach activities aimed at addressing local needs. This allows us to demonstrate our commitment not only to sports but to the holistic development of the entire community.

Empowering Africa’s future indeed begins with uplifting communities, one story at a time. Through initiatives like Readytowork, which equips individuals with essential skills for the job market, and Women in Business, which supports female entrepreneurs with resources and training, Absa Bank has invested over Ksh1.3 billion in sports, education, and business development, specifically targeting some of Kenya’s most vulnerable groups.

This investment fosters economic growth and creates opportunities that can drastically improve lives. The story of every Kenyan matters, and their dreams are important to us and with the From Here to Goals Personal banking proposition, we can empower the future of Kenyan’s, one story at a time.

With no doubt, when the story of Kenyan athletics is written, the pages will celebrate the unwavering dedication of Kenya’s marathoners and the record-shattering sprinters who have made the nation proud on global stages such as the Olympics and World Championships. In this narrative, Absa will be recognised not merely as a sponsor but as a significant force in propelling talent—playing a vital role in developing young athletes and helping them build legacies that extend beyond their competitive careers.

We are steadfast in our promise to uphold this journey for the long haul, committed to creating a lasting impact on the lives of athletes and the many Kenyans inspired by their stories of triumph. I firmly believe that true victory is not solely measured by the medals earned but, in the lives, transformed, opportunities created, and communities strengthened long after the cheers have faded.

The writer is the Director, Marketing & Corporate Affairs, Absa Bank Kenya.