Race organisers of Africa’s biggest road race have announced that Sofi Malt will become the race’s new title sponsor when the race’s 22nd edition is staged on 20th November 2022.
Sofi Malt will work even more closely with Ethiopia’s leading mass-participation event management company. “We love all the events organised by Great Ethiopian Run and value the professionalism with which their events are delivered. Their reach into the community and their focus on active, healthy living is a perfect fit for the Sofi Malt product with its wealth of health and nutritional benefits,” said Samrawit Girma, Sponsorship and Brand Activation Manager of Heineken.
Sofi Malt has been active in the sports industry in Ethiopia for the past five years. A sponsor of the Ethiopian Athletics Federation and a previous title sponsor of the popular WOMEN FIRST 5km women’s race, Sofi Malt last year entered into a first-of-its kind brand partnership deal with Great Ethiopian Run.
Sofi Malt has been active in the sports industry in Ethiopia for the past five years. A sponsor of the Ethiopian Athletics Federation and a previous title sponsor of the popular WOMEN FIRST 5km women’s race, Sofi Malt last year entered into a first-of-its kind brand partnership deal with Great Ethiopian Run.
Race founder Athlete Haile Gebrselassie said that Sofi Malt aligns perfectly with the company’s vision of bringing more people into the running and fitness community. “Sofi Malt will be great partners for us as we try to bring more people into the fitness community.”
His comments were echoed by Great Ethiopian Run General Manager Dagmawit Amare: “Having Sofi Malt as our new title sponsor opens up new opportunities for our work together. Coming out of our friendship as our brand partners, this agreement will allow us to take our international 10km road race to a totally new level.”
The official launch of registration for the 2022 Sofi Malt Great Ethiopian Run International 10km takes place on Friday 15th July 2022.