Uasin Gishu County’s reputation as Kenya’s “Home of Champions” will be on display this Saturday as it hosts the fifth edition of the Absa Sirikwa World Cross Country Tour (Gold level) at Lobo Village in Kapsaret.
The event is expected to draw elite, youth and recreational athletes, with defending champions Agnes Jebet Ngetich and Daniel Ebenyo returning to defend their titles. Winners stand to earn up to KSh773,700 (USD 6,000), underscoring the event’s growing stature on the international athletics calendar.
Beyond prize money, organizers and sponsors say the race has become a critical platform for athlete visibility. In a sports economy increasingly shaped by branding and commercial partnerships, global exposure can translate into endorsement deals and long-term financial stability. Kenya’s top runners, including marathon world record holder Eliud Kipchoge, have leveraged international success into high-value sponsorships. Events such as the Sirikwa Classic aim to position emerging athletes on a similar trajectory by offering a pathway from grassroots competition to world-class recognition.
The economic implications extend beyond the track. Uasin Gishu was ranked the best county for business growth in the 2025 County Business Support Index (CBSI), conducted by the African Institute for MSME Policy and Research in partnership with Viffa Consult, citing affordable business licensing and improved access to funding.
Local enterprises are expected to benefit from the estimated 5,000 participants and visitors attending the event. Hospitality providers, food vendors, transport operators and small traders typically experience a surge in demand during major athletics meets, reinforcing the county’s positioning as a sports tourism hub.
The sustained athletics culture has also influenced Uasin Gishu’s real estate sector. Demand for housing has risen as athletes, investors and professionals relocate to Eldoret and surrounding areas to take advantage of high-altitude training conditions and growing economic activity.
Financial institutions are increasingly tailoring products to this demographic. Absa Bank Kenya, a key sponsor of the Sirikwa Classic, has introduced mortgage solutions designed to accommodate athletes whose income streams may be irregular but substantial. Through the Kenya Mortgage Refinancing Company (KMRC)-supported affordable housing loan, eligible borrowers can access financing of up to KSh10.5 million at interest rates starting from 9.5 per cent per annum.
The bank says automated repayment options are available to ease monthly servicing, particularly for first-generation wealth creators navigating home ownership for the first time.
As competition intensifies on race day, the broader impact of the Sirikwa Classic will unfold off the course. For Uasin Gishu, the event represents more than a sporting spectacle; it is a catalyst for enterprise growth, property development and financial inclusion, reinforcing the county’s role at the intersection of athletics and economic transformation.
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Category: News
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