Scottish Enterprise Awards 2025/ 6 For athletes, the ability to tell their stories is more important now than ever. Sharing their journeys, challenges, and triumphs helps to inspire others, preserves history, and contributes to a broader narrative of their sport, culture, and legacy. Moyo Sports plays a vital supporting role in this process, providing trusted management services that allow athletes to focus on performance while their stories resonate with the world. We spoke with Founding Director Malcolm Anderson to learn more, as Moyo Sports is named in the Scottish Enterprise Awards 2025. For more than a decade, Moyo Sports has provided comprehensive management services that empower athletes to achieve their sporting goals and maximise their earning potential. With a base in Edinburgh and operations worldwide, the ambitious, athlete-centred sports agency works with a select number of athletes, offering a personal yet professional approach to athlete representation. Standing at the forefront of international track and road running, Moyo Sports’ athletes have been selected to compete at the Olympic Games, as well as the World, European, and African Championships. Moyo Sports offers asuite of services designed to support its athletes. Central to its offerings is competition scheduling and negotiation, built on fifteen years of trusted relationships with track meeting directors and road race organisers worldwide, including Diamond League, Continental Tour events, World Marathon Majors, and World Athletics marathon label events. This service is complemented by the agency optimising its athletes’ earnings through sponsorship, working closely with the UK, European, and international marketing departments of all major shoe brands to foster lucrative opportunities. Alongside this, the agency invests in media and brand development, ensuring athletes’ diverse stories are promoted to wider audiences. Opportunities are sourced through TV, radio, print, and online publications, while the agency increasingly produces its own content for distribution across social media platforms. Practical support is equally prioritised, from finance and accounting services to travel and accommodation management through a trusted travel agent. Visa, insurance, and medical assistance are also provided, with service centres in Addis Ababa and Nairobi facilitating embassy processes, vaccination certificates, and specialist visas. These services are delivered to a range of clients, including current World 800m champion Lilian Odira from Kenya; Olympic 1500m silver medallist, World Champion, and five-time Diamond League winner Timothy Cheruiyot from Kenya; Scottish Marathon record holder and double Olympian Callum Hawkins; and up-and-coming British star Will Barnicoat, already a three-time European Cross Country gold medallist and double bronze medallist in the 5000m at the European U23 Championships. The Moyo Sports marathoners from Ethiopia have achieved wins and podium finishes globally, in cities such as Berlin, Tokyo, Boston, Paris, Toronto, Seoul, Los Angeles, Ottawa, Osaka, Barcelona, Bejing Houston, Buenos Aires, and even Loch Ness. Its athletes have seen significant results in the World Marathon Majors – the most prominent and competitive races on the circuit – with Mestawut Fikir placing second in Berlin in 2024, Tsegaye Getachew finishing third in Tokyo in 2023, and Jemal Yimer taking third in Boston in 2021. Tsegaye, a 2-time Amsterdam marathon winner, closes his 2025 season ranked 6th in the World Athletics rankings. Moyo Sports is headed by Founding Director Malcolm Anderson, an authorised athlete representative accredited by World Athletics and a member of the Association of Athletics Managers (AAM). Malcolm was first introduced to international athletics as an 18-year-old whilst on his gap year in the Kenyan Highlands and has since grown to serve as one of the few World Athletics authorised agents with world-class British, European and East African athletics talent. “The founding vision of Moyo Sports back in 2012 was about developing a sports management environment that puts the athlete at the centre, seeking a semblance of respect, trust, and a personable culture,” he told us. “Values of integrity, passion, and transparency define us. The word Moyo is a Swahili word for ‘heart’, showing that we have passion, a drive for success, and a heart for something.; we’re not just in it for the short-term, but for the long haul.” Jemal Yimer, Ethiopia’s former half marathon national record holder, has been with the agency since 2016. Timothy Cheruiyot has been with the agency for 10 years when he first signed with Malcolm in 2015. Marathoner Tsedat Ayana since 2014, where he first ran abroad and won the Great Edinburgh 10 miles race. Long haul means building careers for the whole of an athlete’s professional cycle. Hailing from Edinburgh, establishing the agency in the city was a natural choice for Malcolm. Though Moyo Sports has roots in Scotland, the agency operates in all its athletes’ home countries, with Malcolm’s World Athletics licence enabling him to work with any nationality in the world. This international scope was underlined when the agency hosted Yasuhito Hirota, CEO and Chairman of ASICS, Most Trusted Sports Management Agency 2025 – Edinburgh CEO of Asics and his shoe development team, June 2025 with our marathon athletes. Malcolm Anderson with Timothy Cheruiyot,1500m Olympic Silver medalist and World Champion.
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