How the Absa Sirikwa Classic Is Promoting Uasin Gishu’s Economic Growth

Uasin Gishu County, dubbed ‘The Home of Champions’, has positioned itself as the hub of Sports Tourism on the global stage, producing the world’s greatest athletes thanks to its rugged terrain and high-altitude training. On Saturday, all roads lead to the 5th Sirikwa World Classic Cross Country Tour (Gold level), which will kick off at Lobo Village, Kapsaret. Elite, young, and recreational athletes will take center stage to race with 2025 Sirikwa Cross Country champions Agnes Ng’etich and Daniel Ebenyo returning to defend their titles. Athletes stand a chance to win up to Ksh 773, 700 (USD 6,000), providing not only recognition but also a financial boost to their career. Beyond winnings, athletes also require visibility and positioning. The Absa Sirikwa Classic and other events provide athletes with the regional and global visibility they need. Modern sport extends beyond competition, it is also about personal branding and commercial value. Renowned Kenyan athletes like Eliud Kipchoge have established themselves internationally, acquiring brand partnerships with reputable brands like Nike. The Absa Sirikwa Classic provides the platform for Kenyan athletes to attract brand partnerships by elevating local athletes onto the global stage expanding their earnings potential and international influence. It provides the perfect pathway from grassroots development to world class development. The economic ripple effect is equally significant for the county. According to the 2025 County Business Support Index (CBSI), conducted by the African Institute for MSME Policy and Research in partnership with Viffa Consult, Uasin Gishu County was ranked the best county for business owners to thrive due to business license affordability and funding access. Events such as the Sirikwa Classic amplify this advantage as, business owners, including food vendors, hospitality operators and transport providers are set to get a considerable financial uplift due to the surge in visitors. Approximately 5,000 individuals are expected to participate, creating a ripple effect across the local economy. The real estate market in Uasin Gishu County is also not left behind. This sustained marathon culture is greatly affecting the County’s property market due to rise in demand for better housing by athletes, investors and professionals relocating to the region. Mortgages remain one of the most practical means of spreading the high cost of homeownership over time, and affordable mortgage options are increasingly becoming accessible to upcoming athletes and the wider community. An athlete who secures a mortgage to build a home in Eldoret or surrounding towns is not just acquiring property; they are creating an anchor that benefits the local economy. Construction projects create jobs for contractors and residents. Moreover, mortgage uptake drives demand for building materials, skilled labour, and professional services, strengthening the county’s economic ecosystem. Recognising that athletes often have irregular but substantial income streams, Absa Bank offers mortgage products that are specifically designed to meet the needs of athletes, understanding that many young champions are first-generation wealth creators navigating homeownership for the first time. Through the affordable housing loan supported by the Kenya Mortgage Refinancing Company (KMRC), which is particularly suitable for low to middle-income earners. Eligible customers can get a loan of up to 10.5 million with an interest rate from as low as 9.5 per cent annually. To ease the repayment journey, automated payment options are available to alleviate the stress of monthly manual payments. As the runners surge forward during the Sirikwa Classic, they are racing towards more than medals. They are racing toward attaining financial wealth that their predecessors could barely imagine. Uasin Gishu County’s economic growth is closely tied to how athletes and the community at large are nurtured beyond just sports. By combining sports sponsorship and access to structured financing, institutions like Absa Bank are helping transform athletic success into sustainable economic progress.