Cheptegei and I&M Bank join forces to transform communities through sport

Joshua Cheptegei, the renowned Ugandan long-distance runner, world record holder, and reigning 10,000m Olympic champion, has signed a three-year ambassadorial agreement with I&M Bank to promote its thematic campaign, 'On Your Side.'

He was also unveiled as the face of the campaign, marking a significant collaboration between Uganda's most celebrated athlete and the financial institution.

Under the partnership, a special podcast series, 'A Chat with the I&M Bank CEO,' hosted by I&M Bank Uganda CEO Robin Bairstow, will be featured. The first episode of the podcast featured Cheptegei as the first guest.

I&M Bank CEO Robin Bairstow (right) pose with Joshua Cheptegei at the launch of their three-year partnership. Photo by Michael Nsubuga

The podcast series will feature different individuals in each episode, who will share experiences, challenges, lessons, and the people and partnerships that have shaped their journeys and enabled them to support others.

Through this partnership, I&M Bank will support various community initiatives led by Cheptegei, including projects through the Cheptegei Foundation and those aligned with the bank's corporate social responsibility pillars. The collaboration was announced on Thursday at the Serena Hotel by Robin Bairstow, managing director and CEO of I&M Bank Uganda, alongside Mary Githinji, group head of marketing and communication, and other senior bank officials.

Cheptegei expressed enthusiasm for the partnership, noting their shared values and the bank's commitment to supporting customers.

"And we are going to amplify some of these efforts and dreams in our people. We are going to work with I&M Bank to see that we improve the lives of the people, especially sports and community, and we are going to do so many things, especially the noble causes that touch the lives of our community," he said.

Joshua Cheptegei (centre) poses with I&M Bank Executive at the launch of the On Your Side thematic campaign. Photo by Michael Nsubuga

"Every journey requires support, belief, and people who genuinely stand by you. My story has been shaped by many people who believed in me and encouraged me to keep going. I also believe that success is not only about what we achieve but also about the difference we create for others," Cheptegei added.

Bairstow noted that the campaign reflects I&M Bank's belief that success is strengthened by the right support and partnerships.

"Every journey is different, but one thing remains constant: people need a trusted partner who understands their goals, believes in their ambitions, and stands with them through every stage of their journey. That is what 'On Your Side' represents," he said.

He further stated that the bank's commitment goes beyond banking and also supports initiatives in areas such as health, education, refugee assistance, and other community needs.

"I&M Bank believes that the prosperity of business and society is closely connected. By playing our part in supporting communities, we contribute to a stronger and more inclusive future for all," said Bairstow.

Commenting on the partnership, Githinji said the campaign is a lived commitment.

"It is our brand promise, but it is our commitment to our customers every day to say that we are here to listen to you, make sure that you are our compass, and that we are providing solutions that actually meet your needs," she said.

She added that they would support initiatives such as environmental conservation, economic empowerment, youth skilling, and education.

Annette Nakiyaga, Head of Marketing and Corporate Communications at I&M Bank Uganda, said the campaign reflects the bank's broader role in supporting economic and social progress through responsible banking and community investment.

"Uganda has a diverse and dynamic customer base, and our approach has always been to understand the different needs and aspirations of the people we serve. Through On Your Side, we are bringing together the different ways I&M Bank engages with customers and communities, while showcasing the partnerships and initiatives that continue to strengthen our role in Uganda's growth story," she said.