Gold medals, empty wallets: Why Uganda's champions struggle to leverage success

For more than two decades, Eliud Kipchoge has been one of the greatest athletes the world has ever witnessed.

His achievements on the track and road are legendary, from Olympic gold medals to world marathon victories and becoming the first human to run a marathon distance in under two hours.

At 41, most athletes are preparing for retirement; the Kenyan icon is currently undertaking an ambitious challenge of running seven marathons on seven continents. While many former champions struggle to remain relevant after competition, the Kenyan marathon legend continues to attract tens of thousands of runners and millions of admirers worldwide

His journey will take him through Africa, South America, Oceania, North America, Asia, Europe and Antarctica. The first stop was the Sanlam Cape Town Marathon in South Africa on May 24, an event that attracted more than 27,000 runners.

An ordinary athlete does not draw such numbers; they are attracted by a global sporting brand. Beyond winning races, Kipchoge has built a reputation through his "No Human Is Limited" philosophy, his charitable foundation and a strong portfolio of international sponsors.

His success shows that winning medals is only part of the journey. Athletes must also build a personal brand, surround themselves with the right team and create opportunities that extend beyond competition.

Perhaps the most important lesson from Kipchoge's career is that success must be leveraged while public attention is at its peak.

When Uganda's Halimah Nakaayi became world champion in the women's 800 meters in 2019, many expected endorsement deals to follow. As Uganda's first female world champion in a middle-distance event, her achievement should have attracted significant corporate interest. However, the opportunities never came.

"When I won and the next year it was a COVID period. Businesses were affected, so it was difficult to get deals," Nakaayi explained. "However, another challenge is that male champions are often treasured more than women champions. My prayer is for that to change. Gold medals won in world championships carry similar weight irrespective of the race. I call upon corporate companies to always invest in women."

While the pandemic undoubtedly affected sponsorship opportunities, Nakaayi's experience highlights a wider challenge. Athletes often have a small window in which public interest is at its highest. If that moment is not properly managed and marketed, valuable opportunities can disappear.

Nakaayi is not alone. Athletes such as Peruth Chemutai, Jacob Kiplimo and Joshua Cheptegei have achieved remarkable success and elevated Uganda's profile internationally. Based on their achievements, many would expect them to be among the country's most sought-after sporting ambassadors for brands and corporate partnerships.

Winning alone is no longer enough

In today's sporting landscape, athletes must understand the value of publicity and storytelling. A gold medal creates attention, but maintaining that attention requires deliberate effort. A strong management and marketing team can help athletes secure endorsements, build relationships with sponsors and create a public image that extends beyond competition.

The world's biggest stars understand this reality. Companies invest not only in performances but also in personalities. Sponsors want athletes who represent positive values, connect with fans and can effectively communicate their stories. This is where attitude becomes equally important.

Athletes such as Kipchoge, Ferdinand Omanyala, Shelly-Ann Fraser-Pryce and Usain Bolt have all combined excellence with professionalism. They are approachable, respectful to the media and willing to engage with fans. Their personalities have helped strengthen their brands and increase their marketability.

Sponsors and the public are naturally drawn to athletes who project confidence, humility and positivity. Regardless of personal challenges, maintaining professionalism often opens doors that talent alone cannot.

Uganda Athletics (UA) Coaches representative, Abdallah Muhammed, says athletes must surround themselves with the right people who understand their value and can help maximize their potential beyond competition.

"Winning is the first step, but athletes also need to be smart. If they are not able to market themselves, they should surround themselves with a strong management and marketing team that understands their worth. The people managing your career can either make you or break you. They should focus on building long-term opportunities and sustainable careers rather than short-term gains," Muhammed explained.

The lesson from Kipchoge's journey is clear. For Ugandan athletes, success should not end with winning medals. There is a growing need to invest not only in training and competition, but also in athlete branding, media training and career management to build a lasting legacy beyond sport.