OPINION: Beyond brand sponsorships, peoples’ stories that inspire us forward

In our industry, it’s easy to get caught up in technical numbers, where more often than not, financial outcomes are given more prominence than the human stories behind them.

But recently, I have been reminded that the most meaningful measures of impact are not always found on a balance sheet. 

Beyond the racing tracks and the fairways

Take the Absa Sirikwa Classic Cross Country. On the surface, it is a prestigious event in Kenya’s and World Athletics’ calendar. But spend a day in Eldoret, and you see that it’s much more.

You will meet young athletes rising before dawn, chasing dreams with every stride. Young school-going kids run barefoot around the one-kilometer rough terrain and sometimes cry their way to the finish line, as the legends present including Eliud Kipchoge and Faith Kipyegon, cheer them on.

To the young kids, touching the finish line is a dream accomplished, a bigger dream in the promise. It’s about local vendors setting up stalls, hoping the influx of visitors will boost their livelihoods. It’s about a community coming together, united by a shared ambition to be part of something bigger than themselves.

When we at Absa decided to sponsor the meet, it was more than just the race; it was a choice to invest in a platform that elevates the people's stories.

The talent and the raw determination of these upcoming as well as elite athletes, many of whom train on Lobo village tracks long before they step onto the world stage, is a story worth supporting. But their stories do not start and end on the track. 

Away from the cheering crowds, we sat with small business owners, boda boda operators, and local traders, holding financial empowerment sessions to offer the tools to grow. Because, while sport fuels dreams, personal financial confidence gives them the runway to take off.

I also visited AIC Lemook Secondary School right near Lobo, taking the Absa Foundation into the community to make some donations, a small gesture that lightened the faces of the students and teachers at the school.

Similarly, our engagement in the Magical Kenya Open presented by Absa was never just about golf. This tournament brings the world to Kenya’s doorstep, offering a rare moment to showcase not just world-class sport but also our people and what this action-packed weekend means beyond the swing.

It’s about breaking barriers, making what was once seen as an exclusive game feel familiar and accessible. This year, beyond the leaderboard, it was about opening doors, whether for local businesses, young professionals, or golf enthusiasts experiencing the game for the first time.

It was also the perfect moment to introduce an enhanced Prestige offering, a response to the evolving needs of today’s ambitious Kenyans.

Because the truth is, success isn’t just about where you are; it’s about where you’re going. Prestige banking is designed for those on that journey, recognising that growth is personal and every story is unique.

Defining success

So, where’s the return on investment? It’s in the stories we hear, a vendor in Eldoret who expanded her business after attending our financial literacy session, a young girl in Lobo Village daring to believe that one day, she too will run on the world stage just like Faith Kipyegon.

It is in the story of a young golfer who now dreams of competing internationally, a young professional who has found a financial partner that sees their aspirations and walks the journey with them.

These are the returns that matter. They remind us that while numbers are important, it’s the lives we touch and the communities we uplift that truly define success.

Investing in people, the stories that deserve to be told, talent that deserves to be nurtured and a future that is shaped by those who dare to dream beyond.

On this foundation of stories lies the Consumer Banking Business that my colleagues and I at Absa are privileged to build.

The writer is the Consumer Banking Director, Absa Bank Kenya