AthleticsWhy banks back African running
Absa's long-running title partnership of the Kip Keino Classic shows how a bank uses athletics to build visibility and national pride in Kenya.
The Kip Keino Classic in Nairobi is one of Africa's leading athletics meetings, and it carries a bank's name: Absa.
The numbers
Absa is investing KSh 35 million in the 2026 edition: KSh 27 million in rights fees and KSh 8 million for event execution, stakeholder experiences and media. 2026 is Absa's sixth year as title partner, and its total spend on the event has reached KSh 196 million.
Why it works for a bank
Athletics is a source of national pride in Kenya, and a long-term title partnership ties a brand to that pride year after year. The investment also includes experiences and media, not only the name on the event.
What it means for brands
For banking and fintech brands looking at East Africa, Absa's approach is a useful reference: a multi-year commitment to one flagship event, with a budget split between rights and activation.
Source: HapaKenya, 3 April 2026. Figures as reported by the source.
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