Sofi Malt takes title sponsorship of Africa’s biggest road race

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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 who in recent years have been one of the big sponsors of Great Ethiopian Run races will work even more closely with Ethiopia’s leading mass-participation event management company. 

Samrawit Girma, Sponsorship and Brand Activation Manager of Heineken that owns the Sofi Malt brand, expressed her delight in concluding the agreement: “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.” 

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. 

The Dutch Ambassador Henk Jan Bakker expressed his delight at the initiative of one of the biggest Dutch companies in Ethiopia, saying this exciting partnership will go a long way in supporting sport in Ethiopia. “I am a big fan of Great Ethiopian Run and believe that through this new sponsorship we will see wider benefits for sport in the community in Ethiopia.”

Race founder 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. 

For more information please contact Hilina Negussie at 0911601710 or hilina@ethiopianrun.org 

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