Eliud Kipchoge, after winning marathon during the 2020Tokyo Olympic Games
A skilled performer understands the importance of leaving the stage at the right time." "He ought to step down gracefully while still at the height of his career, maintaining honor and significance.
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.
Maybe it’s due to Kenyans getting used to Eliud’s successes; after all, he set two world records and claimed victory in 12 World Major marathons from 2014 through 2023. This could make them struggle with accepting his finishes outside of first place.
Missing out on a podium finish or a title serves as an indicator of his capability to race in upcoming events. This situation quickly leads into discussions regarding his potential retirement. Last Sunday, Kipchoge secured the sixth position at the London Marathon.
Audiences booed his 'defeat' and urged him to step down. An equally cacophonous reaction reached a climax during last year’s Tokyo Marathon when he finished in 10th place, prompting the query: Should Kipchoge now exit competitive marathoning? To put it succinctly: 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.
Just as in business, the issue of retirement doesn’t arise until one stops turning a profit, and for Kipchoge, this isn’t happening anytime soon. Earning millions of Kenyan shillings both on and off the racetrack, he has secured victories such as winning the London Marathon four times and becoming a two-time Olympic champion. Additionally, he achieved what no one else had: breaking the two-hour mark in a marathon. It’s important to recognize that beyond being an athlete, he is also considered a superstar. Stars generate income regardless of whether they’re competing or not.
To provide some background, in August of last year, even though he did not finish the Paris Olympic Marathon due to discomfort in his hip joint, Eliud still maintained his prominent presence at the event. He garnered more pre-race endorsements, media coverage, and brand exposure than any other runner participating in the marathon.
This demonstrates his significant worth even after crossing the finish line. Despite not securing victory in Paris, he continued to be a central figure for post-event promotional activities, serving as an Olympics representative, participating in media engagements and activations, and joining motivational discussions and panel talks.
Major companies like Isuzu, INEOS, and Nike have supported him due to the principles he stands for. He embodies both the spirit of sports and the world of commerce. Despite the warm acknowledgment marking the conclusion of his racing days, he continues to be actively involved in athletics, having successfully completed a recent race within a respectable timeframe.
In his sixth-place finish, he completed the London marathon with a time of 2 hours, 5 minutes, and 25 seconds. This result came close to his personal best of 2 hours, 1 minute, and 9 seconds set during the Berlin Marathon in 2022. However, this benchmark was eclipsed by the now-deceased world marathon champion Kevin Kiptum, who achieved an impressive finishing time of 2 hours, 0 minutes, and 35 seconds at the Chicago Marathon.
Only a select group of runners can boast about accomplishments similar to those of Eliud during his career as a marathon runner. As of the close of 2023, he boasted an outstanding win rate from 15 out of 18 races, suffering merely three defeats. Furthermore, his achievement at the London Marathon with a timing of 2 hours and 5 minutes stands among the elite performances recorded over the last half-decade.
Repeatedly, I've suggested that athletes should transcend their playing fields to achieve celebrity 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.
It’s essential for them to remain pertinent, coherent, and captivating as they evolve from champions into stars, while also capitalizing on media platforms to share their narratives. There is a significant distinction between achieving champion status and attaining superstar status.
A champion is someone who reaches the finish line first, whereas a star excels even further within their domain. Kipchoge exemplifies this as do Lewis Hamilton in Formula 1 and Tiger Woods in golf. These individuals stand out due to their strong fan relationships and prominent presence in their sports.
Despite her impressive 45-year career in sports and notable achievements, why isn’t Edna Kiplagat getting more attention after finishing the London Marathon in 38th place this year? Let's be fair to Eliud Kipchoge; we will have plenty of opportunities to watch him race in the 2025 Sydney Marathon in August. Regardless of his performance there, he remains a national icon and undoubtedly the GOAT when it comes to marathons.
He remains at the pinnacle of his career. Similar to Edna, Eliud still has a significant journey ahead in the world of sports. Moreover, one shouldn’t measure the level of professionalism in sports according to an athlete’s age, unlike professions such as those of civil servants or judges.