"A good dancer knows when to exit the stage". “He should retire now when he is at the peak of his career with grace, honour and relevance.”
These are typical sentiments that flood the internet whenever Eliud Kipchoge fails to clinch first position in any of the marathon races he competes in.
Kenyans, in their signature fashion, hold our athletes and champions to high standards that any perceived underperformance is met with harsh criticism.
Perhaps it's because Kenyans have become accustomed to Eliud's victories, given that he broke the world record twice and won 12 World Major marathons between 2014 and 2023. They might find it hard to accept him finishing in any other position.
A missed podium or title is a parameter of his ability to compete in future races, which is followed by a conversation about his retirement in quick succession. Kipchoge took sixth place at the London Marathon that took place last Sunday.
People jeered at his ‘loss’ and encouraged him to retire. A similar concoction of noise peaked when he came to 10th place in the Tokyo Marathon last year, which begs the question: should Kipchoge call it a day as a marathoner? The short answer is NO.
Eliud Kipchoge’s talent and marathon prowess supersede his name. He also understands that sports is a business that should, one, fulfil a sense of gratification attained through sheer grit and passion for running and two, pay. He has proven his mettle on the track since he debuted marathon races in 2013.
And just like in business, the retirement question does not linger unless one is not making money or profits out of it, and as it is, Kipchoge is raking in millions of shillings from his career on and off the track. He is a four-time London Marathon winner, a two-time Olympic champion, and the only person to break the two-hour marathon barrier. We need to understand that he is not just an athlete; he is a star. And stars make money whether they are running or not.
To contextualise this, in August last year, during the Paris Olympics marathon, despite his DNF (Did Not Finish) after experiencing pain in his hip joint area, Eliud remained the face of the event, commanding more pre-event engagements, media attention, and brand visibility than any other marathoner.
That speaks volumes about his enduring value beyond the finish line. Even without his win in Paris, he remained the key figure for post-race promotional events, Olympic ambassadorial role, media interviews and activations, motivational forums, and panels.
Big brands such as Isuzu, INEOS and Nike have endorsed him owing to the values he upholds. He is the sport and the business. While there is a glowing tribute for Eliud to end his running career, he is still doing the sport, as he managed to run and finish the race at a decent time.
In his sixth position, he finished at a time of 2:05:25 in the London marathon against his personal best of 2:01:09 at the Berlin Marathon in 2022, which was surpassed by the current world marathon champion, the late Kevin Kiptum, who finished at 2:00:35 at the Chicago Marathon.
Only a handful of athletes can claim what Eliud has achieved in his stint as a marathoner. By the end of 2023, Eliud had an impressive record of winning 15 out of 18 marathons, with just three losses. Additionally, his 2:05 time in London is a feat that only a few athletes have matched in the past five years.
Time and again, I have proposed that sportsmen and women must go beyond the field if they are to attain the star status.
This means they need to understand that for them to remain in the business of sports, they have to make money off the tracks, and that is possible only on two fronts – performance on the field and, secondly, from sponsorships and endorsements.
They need to be relevant, consistent and engaging as they transition from being champions to becoming stars, as well as leverage opportunities in the media to tell their stories. There is a big difference between a star and a champion.
A champion is the person who crosses the line first, while a star goes beyond the field. Kipchoge is a star, just like Lewis Hamilton in Formula 1 or Tiger Woods in Golf. They are stars because they have better connections with their fans and have top-of-mind recognition in their respective sport.
At 45 years old and with momentous longevity in athletics, why are we not talking about Edna Kiplagat, who finished in 38th Position at this year’s London marathon? Collectively, we need to cut Kipchoge some slack. We are going to see him compete in the 2025 Sydney Marathon in August. And whether he brings a medal home or not, he is a national hero and the greatest marathoner of all time (GOAT).
He is still on top of his game. Like Edna, Eliud has a long way to go in the business of sports. Furthermore, sports professionalism should not be gauged based on the age of the athlete, like civil servants or judges.
The writer is the CEO of International Management Group (IMG Kenya)
