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

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.

Race founder Haile Gebrselassie said that Sofi Malt aligns perfectly with the company’s vision. “Sofi Malt will be great partners for us as we try to bring more people into the fitness community.” he said. 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 15 July 2022.