Putting Logos on the World’s Best Running Feet: The Emergence of Apparel Sponsors in Ethiopian and Kenyan Athletics

Abstract

Since the 1990s, most athletics federations have undertaken sponsorship negotiations with private shoe/apparel corporations. While these deals bring great sums of cash into the sport, some of which trickles down to the athletes, a great deal of it is used to leverage both hard and soft power in different regions of the world. The sponsorship regulations of national athletics federations have been recently politicized because of the ways that they conflict with their individual sponsorship agreements with other companies. Few, however, have examined the historical lineages and concerns for Ethiopian and Kenyan athletes – who come from some of the most cash poor and talent rich regions of the athletics world. This paper charts the historical relations and implications of the changes to commercial development and sponsorship as it pertains to Ethiopia and Kenya to broaden the geopolitical scope on this issue. Drawing on archival material and interviews with athletes and agents, it becomes clear that sponsors had their eyes on far more than outfitting the world’s top distance runners with their logo. Rather, they were after soft power that would enable them greater control in the flow of goods and capital to and within these countries.