Imagine a world where the thrill of running isn’t just a hobby for the elite, but a gateway for everyone to unlock their potential and connect communities across the globe. That’s the exciting reality unfolding with Bank of America’s groundbreaking partnership with the Great Ethiopian Run, promising to transform Ethiopia’s iconic running scene into a beacon of inspiration and opportunity. But here’s where it gets intriguing—how does a massive financial giant like Bank of America fit into the grassroots energy of endurance sports in Africa? Stick around as we dive into this story that’s all about bridging worlds and sparking change.
Announced from Addis Ababa and Charlotte, North Carolina, the Great Ethiopian Run has just revealed an exciting multi-year collaboration with Bank of America, positioning the bank as the Presenting Partner for the Great Ethiopian Run starting in 2026. This alliance expands Bank of America’s worldwide portfolio of endurance events into one of Africa’s most vibrant and rapidly evolving running communities. Hand in hand, Bank of America and the Great Ethiopian Run are set to champion the expansion of three key running competitions: the Great Ethiopian Run International 10km race, its companion Children’s Races, and—kicking off in 2027—the Women First 5km event. All these will be proudly presented by Bank of America, shining a spotlight on Ethiopia’s lively running heritage while boosting the local economy through sports, tourism, and entrepreneurial ventures.
At its heart, this partnership embraces a community-focused strategy to motivate young people and make endurance sports—think long-distance running, cycling, or swimming—more accessible in Ethiopia and beyond. For beginners wondering what endurance sports entail, they’re activities that build stamina and resilience over time, teaching us about perseverance in everyday life. This aligns perfectly with Bank of America’s ongoing dedication to fostering progress and uplifting communities via athletics, echoing the Great Ethiopian Run’s mission to turn running into a universal way of life.
‘We’re thrilled to embark on this next chapter for the Great Ethiopian Run, with Bank of America standing alongside us in everything we undertake,’ shared Dagmawit Amare, General Manager at Great Ethiopian Run. ‘Driven by a deep commitment to our community and the younger generation, we’ll collaborate to leverage our premier race, extending our influence and discovering fresh approaches to open up running opportunities for kids and youth alike.’
A primary aim of this teamwork is to dramatically increase involvement in the legendary Great Ethiopian Run International 10km, with this Sunday’s 25th anniversary edition poised to draw about 50,000 eager participants. It also seeks to grow turnout for the kids’ and women’s events, highlighting a mutual passion for nurturing local athletes, encouraging healthier living, and establishing venues that honor Ethiopia’s distinctive running traditions and communal bonds. And this is the part most people miss—these efforts aren’t just about races; they’re about weaving running into the fabric of daily life, much like how community marathons in other parts of the world have inspired fitness trends and social connections.
‘Great Ethiopian Run stands as a top-tier organization amplifying the positive effects of sports across Ethiopia, Africa, and the planet,’ stated Brad Ross, Head of Global Marketing Partnerships at Bank of America. ‘As we strive to help communities flourish worldwide, spark meaningful opportunities, and back athletes, we’re honored to join forces with Great Ethiopian Run to boost youth and women’s race participation, empowering future generations through the transformative force of sport.’
The Great Ethiopian Run plays a pivotal role in enhancing Addis Ababa’s tourism and infrastructure, welcoming hordes of global visitors annually and energizing local businesses. This partnership will magnify those advantages—generating employment, revitalizing small enterprises, and delivering targeted economic perks for neighborhoods around Addis Ababa. Picture this: just as a major marathon in a city like Boston or Chicago draws crowds and dollars, these events are creating ripples of prosperity in Ethiopia.
Drawing from Bank of America’s backing of two prestigious Abbott World Marathon Majors—the Boston and Chicago Marathons, which together pump over $1.1 billion into local economies yearly and raise more than $90 million for charities—this collaboration infuses the Great Ethiopian Run with cutting-edge global expertise and best practices for its lineup of events.
By linking its international endurance platform to Africa’s budding runners, Bank of America is underscoring how sports can spark possibilities—bringing together individuals, economies, and societies while affirming its status as a catalyst for growth in regions like Europe, the Middle East, Africa, and Sub-Saharan Africa, in tune with its wider corporate goals.
As the Great Ethiopian Run pushes forward with its vision to embed running as a lifestyle for all, Bank of America will supply the necessary tools and endurance know-how to modernize race logistics via innovative tech. This strategic emphasis will elevate the participant journey, simplify event handling, and effectively oversee the event’s growing scale. Such dedication will draw in more runners, cement its status as a premier international running spectacle, and guarantee its enduring viability as a lively cultural fest for Ethiopia.
Bank of America aligns with legendary sports brands through its initiatives to forge new client ties, engage its workforce, and create lasting economic ripples, both globally and regionally. Apart from its tie-up with Great Ethiopian Run, the bank collaborates with worldwide icons in endurance, soccer, and golf, including events like The Boston Marathon presented by Bank of America, the Bank of America Chicago Marathon and Chicago Distance Series, the FIFA World Cup 2026™, the U.S. Soccer Federation and all 27 U.S. National Teams, The Masters Tournament, and the Augusta National Women’s Amateur. Through these alliances, Bank of America fuels its business growth, strengthens its reputation, and influences nearly 100 U.S. markets plus 35 countries where it operates.
But here’s where it gets controversial—some might argue that big banks like Bank of America getting involved in sports events could lead to over-commercialization, potentially overshadowing the pure joy and cultural roots of running in places like Ethiopia. Is this partnership a genuine win for local communities, or is it more about the bank’s branding efforts? And this is the part that sparks debate: while sponsors bring resources, does it risk turning grassroots sports into profit-driven spectacles, diluting the authentic spirit? It’s a balancing act between global investment and preserving cultural integrity.
Great Ethiopian Run serves as Ethiopia’s leading organizer of large-scale running gatherings. Founded in 2001, it has hosted over 200 races across various Ethiopian locations. Lately, the group has concentrated on spreading mass-participation runs to every corner of the country, building skills in its all-Ethiopian teams, and partnering with sponsors for promotional drives. Additionally, Great Ethiopian Run offers consultancy and operational aid for events beyond Ethiopia, extending to other African nations and even farther abroad.
Bank of America ranks among the world’s foremost financial firms, catering to everyday individuals, small and mid-sized businesses, and major corporations with comprehensive banking, investment, asset management, and risk-handling solutions. In the U.S., it offers unbeatable ease, serving close to 70 million consumer and small business clients via roughly 3,600 retail branches, about 15,000 ATMs, and top-notch digital banking with nearly 59 million verified online users. As a worldwide frontrunner in wealth management, corporate and investment banking, and trading across diverse assets, it supports companies, governments, institutions, and individuals globally. The bank provides cutting-edge assistance to around 4 million small business clients with user-friendly digital tools. Operating across the United States, its territories, and over 35 countries, Bank of America Corporation (NYSE: BAC) trades on the New York Stock Exchange.
Do you think this partnership between a financial powerhouse and a running event in Ethiopia will truly democratize sports and empower youth, or does it raise concerns about corporate influence in cultural pursuits? Could it be seen as a positive force for global unity, or might it prioritize profits over community spirit? Share your opinions in the comments—we’d love to hear what you think!
Andy Aldridge, Bank of America
Phone: 1.980.387.0514
andrew.aldridge@bofa.com