Marathon legend Eliud Kipchoge has urged athletes to build strong personal brands and embrace values that resonate with the corporate world if they are to attract brand endorsements and maximise their commercial potential.Speaking during the unveiling of his partnership with Absa Bank Kenya PLC, Kipchoge said athletes must understand their professional identity, define their ambitions and demonstrate how their sporting careers can inspire and empower others.Download our Mozzart Sport app for more news“I think athletes need to build their personal brands and embrace the right values that resonate with the corporate world. That is what is needed to attract brand endorsements,” Kipchoge said.The two-time Olympic marathon champion emphasized that sporting excellence alone is not enough to position athletes for commercial opportunities, noting that they must communicate the broader value of their careers to potential partners.“Every athlete needs to identify themselves as a professional, understand what they want to achieve, and know how they want their sport to empower, inspire and motivate people. When you bring all these elements together, you can position yourself effectively and communicate your value to corporates. That is when people will recognise and buy into your brand,” he added.President Ruto, Coe reaffirm shared commitment to successful 2029 World Championships in NairobiKipchoge's remarks highlight the growing importance of personal branding in modern sport, where athletes are increasingly expected to build identities that extend beyond their performances.The Kenyan running icon has established himself as one of the most celebrated figures in athletics, winning two Olympic marathon gold medals, multiple World Marathon Major titles and becoming the first man to run a marathon distance in under two hours under controlled conditions.Absa Bank Kenya officially named Kipchoge its Official World Tour Financial Partner, bringing together one of the world's most recognisable sporting figures and a financial institution whose ambitions align with his signature philosophy, “No Human Is Limited.”The bank's Managing Director and Chief Executive Officer Yusuf Omari said the partnership would draw on Kipchoge's journey to inspire individuals, entrepreneurs and institutions to pursue ambitious goals.##NAJAVA_MECA_10036869##“Eliud Kipchoge’s achievements extend beyond sport, he embodies possibility beyond limits. As a proudly Pan-African organisation, we are inspired by his journey from early cross-country trials in Kenya to becoming one of the most decorated athletes in the world. Partnering with Eliud enables us to connect with our customers on a human level, inspiring individuals, entrepreneurs, and institutions to dream bigger across Kenya and Africa,” Omari said.The collaboration will extend across Absa's Pan-African footprint through exclusive customer engagements, executive leadership panels, digital storytelling campaigns, wellness drives and community outreach programmes.Malkia Strikers star completes move to Turkish clubBeyond athletics, Kipchoge's commitment to youth empowerment, healthy living and community development aligns with the bank's social impact initiatives in youth development, entrepreneurship and education.The partnership announcement comes after Kipchoge returned to Kenya following his victory at the 2026 Melbourne Marathon, where he set a course record of 2:09:10.The Australian race marked the third of seven marathons across seven continents that the five-time Berlin Marathon champion is undertaking as part of his ambitious world tour.Kipchoge began the journey on 24 May finishing 16th at the Cape Town Marathon in South Africa before placing 12th at the Porto Alegre Marathon in Brazil on 13 July. He then claimed victory in Melbourne, recording his first win at the Australian event.##NAJAVA_MECA_10036895##Reflecting on the campaign, the marathon icon described the season as successful, highlighting the people he has encountered and the experiences he has shared along the way.“I would describe my season as very successful. I have met many people, listened to their stories and shared my own. It has been a very successful journey, not just for me and my team, but for the sport in general,” he said.Beyond competition, Kipchoge's seven-marathon project carries a philanthropic mission centred on improving access to education and knowledge for children around the world.The initiative has raised US$67,676 (approximately KSh 8.8 million) towards its US$1 million target, with the proceeds earmarked for the Eliud Kipchoge Foundation, which seeks to ensure that children worldwide have access to knowledge and education.The world tour will see Kipchoge compete seven marathons across seven different continents over the next two years, combining his passion for running with a broader commitment to social impact.South Africa 7s legend predicts bright future for Kenyan rugby