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Over a thousand years ago, the ancient Greeks laid the foundation for what would become the most iconic sporting event in human history: the Olympic Games. Back then, in the revered sanctuary of Olympia, the Games were more than just competition – they were a five-day spectacle of athletic prowess, civic pride, and spiritual devotion. City-states – or polis – like Athens and Sparta sent their finest athletes, investing in private training to ensure their success. Track and field events were the backbone of the Games, but the spectacle also included boxing, chariot racing, wrestling, and the brutally thrilling pankration, an early form of martial arts.

The reward for victory was simple but of significance – a laurel wreath made from olive branches, symbolising honour and immortality. But back home, the accolades were even greater. Champions were treated to free meals for life and front-row seats at every major sporting event in their city. Sounds familiar? That ancient blend of glory and reward set the stage for the global spectacle we know today.

Fast-forward to 2024, and the Olympic Games have evolved into the world’s largest multi-sport event. This time, it unfolded in the “city of light” – or the “city of love” if you’re romantically inclined – Paris. Over 10,000 of the world’s top athletes gathered in the Olympic Village for 19 days of non-stop competition, camaraderie, and celebration. The modern Olympics may look different – corporate sponsorships, high-tech venues, and millions watching from every corner of the globe – but at their core, the Games remain what they’ve always been: a testament to human excellence, perseverance, and the timeless pursuit of greatness. 

Africa’s involvement

Reborn in 1896, the modern Olympic Games were a grand stage for the world’s best athletes, yet Africa – despite its rich and diverse cultures – remained largely in the shadows. Colonial interests loomed large, and the continent had yet to fully step into the global spotlight. But Africa was never entirely absent from the Games. Even in those early years, a few athletes found their way to the world’s biggest stage, defying the odds and representing a continent still mostly unknown to the international sports community.

The 1904 Olympics in St. Louis saw the first African athletes make their mark. Len ‘Tau’ Taunyane and Jan Mashiani, both from what is now South Africa, ran the marathon under gruelling conditions. Tau finished a respectable 9th, while Mashiani came in 12th – remarkable feats considering the heat, humidity, and rough terrain they faced. B. W. Harris, another runner, was less fortunate, dropping out midway through the race. Alongside them, a tug-of-war team from the same region competed, a small but significant representation of African strength on the world stage.

In the years that followed, other African nations – Egypt and Ethiopia, in particular – began to send their athletes to the Games, showcasing their prowess across various disciplines. Ethiopia’s long-distance runners would eventually become legendary, with the likes of Abebe Bikila making history by winning the marathon in 1960, barefoot no less.

We are in 2024, and Africa’s presence at the Paris Olympics tells a vastly different story. Of the 55 African nations, 53 sent athletes to compete, including South Sudan, the continent’s youngest state. The growth is staggering – what began with a few athletes from colonised territories has evolved into a continent-wide celebration of athletic talent.

Yet, the journey hasn’t been without its struggles. Over the past century, Africa’s Olympic experience has been a mixed bag – moments of sheer brilliance, but also missed opportunities. While the continent has produced some of the greatest athletes in history, competing at the Games has often been marred by corruption, mismanagement, and political interference. In some instances, athletes have been denied the chance to compete altogether, victims of the very systems that should be supporting them.

Despite these challenges, African athletes continue to shine, proving that even in the face of adversity, they can stand tall among the world’s best. The 2024 Games may have been just be another chapter, but it’s one that underscores the resilience, talent, and potential that Africa brings to the global sporting arena.

Torchbearers

Abebe Bikila’s story is one of triumph and resilience. He wasn’t just the first African to win Olympic gold – he was the first to do so twice, back to back, in the men’s marathon at the 1960 and 1964 Games. In Rome, under the hot Italian sun and running barefoot, Bikila became a symbol of greatness, capturing the world’s attention not just for his athletic prowess but for what his victory represented. The marathon course took him past an ancient Roman obelisk, a symbol of Italy’s failed attempt to colonise his homeland, Ethiopia – one of only two African nations never subjugated by European powers. His win was more than a race; it was a statement.

Four years later, at the 1964 Tokyo Olympics, Bikila won again, this time wearing shoes, etching his name into the annals of sports history as the first man to win consecutive Olympic marathons. But Bikila’s greatness wasn’t confined to the track. Following a car accident in 1969 that left him paralysed from the waist down, he didn’t succumb to despair. Instead, he took up archery, table tennis, and cross-country sledding for the disabled, competing at the 1970 Stoke Mandeville Games – what would later become the Paralympic Games. Bikila’s relentless spirit endured, even as his body failed him, until his untimely death at just 41. He opened the door for future African Olympians, setting a bar few could ever dream of reaching. Bikila’s legacy speaks volumes about what he might have become. 

Then came Kipchoge Hezekiah Keino – another African trailblazer, this time from Kenya. Often referred to as the “speeding cop” because of his early career as a police officer, Keino became one of the most decorated and celebrated athletes of his generation. He started with the three-mile race (the equivalent of today’s 5,000 metres) and soon made his mark in the 1,500m, 5,000m, and 3,000m steeplechase. Known for his blistering final kicks, Keino’s athleticism was a marvel to behold. He was a dominant force on the track during the late 1960s and early 1970s, with his crowning moment coming at the 1968 Mexico City Olympics where he famously won gold in the 1,500m despite battling a gallbladder infection.

But Keino’s legacy stretches far beyond his running career. After retiring, he became a pivotal figure in Kenyan sports, first as the head coach of the national team, and then as a sports administrator. Keino served as the Chef de Mission for Kenya’s team at the 1984 Los Angeles Olympics and was instrumental in shaping the future of Kenyan athletics, not just as a coach, but also as a leader. His tenure with the National Olympic Committee of Kenya, first as Vice-Chairman from 1987 and later as President from 1999 to 2010, solidified his place in both Kenyan and global sports governance. Keino’s influence also extended to the International Olympic Committee where he was an honorary member and served on key commissions related to Olympic education and culture.

Beyond his administrative roles, Keino’s contributions to his homeland are monumental. He has been a key figure in building schools and developing his hometown of Eldoret into a sports hub. Together with his family, Keino is developing a state-of-the-art sports complex, and his son, Martin Keino, has launched a pioneering sports marketing agency, ensuring the family’s name remains synonymous with excellence in both athletics and business.

Did you know that the Jovian asteroid 39285 Kipkeino, discovered by astronomers at Spacewatch in 1997, was named in Keino’s honour?

Both Abebe Bikila and Kipchoge Keino stand as beacons of African excellence, each representing the heights of achievement and the unyielding spirit that has come to define African sports. Their stories are intertwined with the history of the Olympics, but more importantly, they’ve become symbols of what can be achieved when determination meets opportunity. Through trials and triumphs, these men have paved the way for generations of athletes who have followed in their footsteps, pushing the boundaries of what’s possible on the world stage.

Track queen and pool king

Derartu Tulu, Ethiopia’s queen of long-distance racing, ran with the grace and dominance of a monarch on the track, making her male counterparts look almost pedestrian. Hailing from Bekoji in the highlands of Arsi Province – an area known for producing world-class runners – Tulu announced her arrival on the global stage at the 1992 Barcelona Olympics. In her speciality, the 10,000 metres, she faced off against South Africa’s great Elena Meyer. They ran neck-and-neck for most of the race, but with one lap to go, Tulu unleashed her signature kick, pulling away to win by an impressive 30 metres. In a moment that has since become Olympic lore, Tulu waited for Meyer at the finish line, and together they took a victory lap – a powerful symbol of unity from two athletes whose countries had been divided by apartheid for so long.

Tulu’s triumph didn’t end in Barcelona. She returned to the Olympic stage in Sydney 2000, winning a bronze, and again in Athens 2004 where she claimed another gold in the 10,000 metres. In between, she made a successful foray into marathons, winning major races in Paris and London. But even as she hung up her competitive shoes, her influence on Ethiopian athletics didn’t fade. As the current president of Ethiopia’s Athletics Federation, she has dedicated herself to nurturing the next generation of Ethiopia’s famed middle- and long-distance runners.

Tulu’s legacy goes beyond her own achievements. She is an aunt to the Dibaba sisters – Tirunesh, Genzebe, and Ejegayehu – who have followed in her footsteps, amassing a combined 3 golds, 2 silvers, and 3 bronze Olympic medals. Through her success both on and off the track, Tulu has showcased the resilience and strength of the African woman. In a society where traditional practices and community expectations often hinder women from excelling in sports, Tulu has broken down barriers, paving the way for generations of Ethiopian athletes to thrive.

While African athletes have long dominated track and field, the continent has produced stars in other arenas as well – none brighter than Chad le Clos, South Africa’s most decorated Olympian. Born in the post-apartheid era, le Clos emerged as a swimming prodigy, making waves at the 2012 London Olympics when he shocked the world by beating his idol, Michael Phelps, to win gold in the 200m butterfly. It was a race for the ages, with le Clos edging out Phelps by a mere whisker in one of the biggest upsets in Olympic history.

Le Clos would go on to compete in three more Olympics, including the delayed 2020 Tokyo Games, amassing a total of 1 gold and 3 silver medals. His longevity in the pool is nothing short of remarkable, and he has continued to push the limits of his sport well into his 30s. As recently as April 2023, le Clos claimed the national title in the 200-meter butterfly at the South African National Championships in Gqeberha, clocking a time of 1:56.05 to qualify for the 2023 World Aquatics Championships. His career in the pool has also been lucrative, with major brands like Deutsche Bank, Virgin Active, Arena, TransAct, and fitness supplement companies like Muscle Science and Vitality signing him on as an ambassador.

In 2018, he launched the Chad le Clos Academy, aimed at nurturing the next generation of swimming talent in South Africa. This move not only reflects his entrepreneurial spirit but also positions him as a mentor and a brand in his own right, enabling him to shape his post-competition career while building a legacy.

Le Clos represents a different breed of African Olympian – one who has not only excelled in a sport traditionally dominated by Europeans and Americans but has also had the longevity to represent his country across four Olympic Games. Le Clos has shown that African athletes are not confined to the track but can thrive in any arena they set their sights on.

The new frontier: Turning Olympic glory into business success

The Olympic Games are more than a celebration of athletic prowess – they are the global stage on which athletes transcend sport, becoming cultural icons and potential business magnates. For African nations, the success of their Olympians offers an opportunity not just to inspire a continent but to drive economic growth, launch global brands, and attract international investment. But how do African athletes and nations translate Olympic triumph into lasting business ventures? The answer lies in leveraging their influence, storytelling, and the burgeoning intersection of sports and commerce. 

African Olympians have used their athletic achievements to venture into entrepreneurship, brand ambassadorship, and philanthropy. Local companies can leverage this momentum for marketing campaigns that resonate both locally and globally.

The post-Olympic period offers African Olympians the perfect opportunity to capitalise on their newfound global visibility. Historically, athletes like Haile Gebrselassie and Hicham El Guerrouj set the pace by moving from the track into the boardroom. The legendary Ethiopian long-distance runner, Gebrselassie, parlayed his international fame into a thriving business empire in real estate, coffee farming, and tourism. His ventures, such as Haile Hotels & Resorts, cater to both local and international clients, creating jobs and promoting Ethiopia as a destination.

Gebrselassie’s success is a case study in how athletes can convert their star power into diverse business ventures that transcend sport. His move into the hospitality sector not only reflects personal entrepreneurship but also serves as an example of how athletes can attract foreign investment and elevate their home country’s profile on the global business stage.

Brand ambassadorship: Leveraging global recognition for endorsements

One of the most immediate ways in which African Olympians have monetised their success is through brand endorsements. Athletes who shine on the Olympic stage find themselves in the spotlight, with companies eager to align with their stories of perseverance, dedication, and excellence. Kenyan marathon sensation Eliud Kipchoge has become a global symbol of athletic excellence, famously breaking the two-hour marathon barrier in 2019. His partnership with Nike is more than just an endorsement deal – it’s a collaboration where Kipchoge’s athletic achievements fuel the company’s innovation in long-distance running shoes. He has also partnered with a local car manufacturer and oil marketing companies to become their brand ambassador. Kipchoge’s record-breaking event sponsor Ineos has often parlayed his visibility at Formula 1 and English Premier League games in which they also have interests and sponsorships. 

For brands, partnering with Olympians like Kipchoge offers authenticity, tapping into the narrative of discipline and overcoming obstacles, qualities that resonate with consumers. By aligning with athletes who embody these values, companies can appeal to both African and global audiences, making their marketing campaigns more meaningful and impactful. 

African brands and corporations have a unique opportunity to harness the momentum generated by their Olympians. Athletes like Kenya’s Faith Kipyegon, Nigeria’s Blessing Okagbare, or Uganda’s Joshua Cheptegei, have achieved global acclaim. For African companies, collaborating with such athletes allows them to not only engage local audiences but also present themselves as competitive players on the international stage.

One key advantage is the authenticity of the stories these athletes carry. Their journeys from humble beginnings to Olympic success resonate with millions, particularly in emerging markets. Companies can use these narratives to craft marketing campaigns that speak to perseverance, hope, and the pursuit of excellence – universal themes that transcend geography.

Take the example of Botswana’s Letsile Tebogo, who won the 200m Olympics race in 2024 (along with the bonus of a silver for the 4 × 400m men’s race). His rise to prominence created a wave of pride across the continent, and companies like TAG Heuer and DLA Piper among others signed him to endorsement deals. African companies that align with athletes like Tebogo can market themselves as aspirational brands, offering consumers a tangible connection to greatness.

The role of governments and national federations

It’s not just private companies that stand to benefit from Olympic success. African governments and national sports federations can play a pivotal role in shaping the post-Olympic careers of their athletes. Investing in comprehensive post-career programmes can ensure that athletes don’t just fade into obscurity after their sporting careers end but transition smoothly into roles as business leaders, coaches, or brand ambassadors.

Countries like Ethiopia and Kenya that are known for their dominance in long-distance running can create national strategies to promote their athletes as global ambassadors for tourism, athletics, and culture. Imagine an Ethiopian Airlines campaign featuring the likes of Haile Gebrselassie or Tirunesh Dibaba promoting the country’s rich history and vibrant culture through the lens of athletic excellence?

Moreover, governments can collaborate with private investors to develop infrastructure around sports tourism. Sports academies, elite training centres, and international marathons can be marketed globally, with African Olympians as the face of these initiatives. The success of athletes on the global stage can be directly tied to national branding efforts, positioning African countries as destinations for investment, tourism, and global partnerships.

As African athletes continue to shine at the Olympics, the potential for business growth both locally and globally grows with it. The intersection of sports, business, and culture offers African nations and companies the chance to capitalise on this success in ways that go far beyond the Games. By aligning with the continent’s top Olympians, brands can create campaigns that resonate in African markets and across the globe, while athletes can build sustainable business ventures that cement their legacies long after the Olympic torch has been extinguished.

The stories of athletes like Eliud Kipchoge, Chad le Clos, and Derartu Tulu, among others, show that Olympic success is not the end but the beginning of a new chapter – one where the power of sport meets the potential for lasting impact in business, culture, and beyond.