and his shoe development team in Addis Ababa, Ethiopia, in June 2025. In today’s global sports industry, standing out depends as much on engagement as it does on competition results. Moyo Sports recognises that performance alone is not enough in a crowded marketplace and works closely with shoe sponsors to produce video and marketing content that highlights the journeys, personalities, and achievements of its athletes. Storytelling has become a major growth area for the future, offering athletes a way to connect with fans, sponsors, and the wider running community on a more personal level. This focus on narrative is matched by an awareness of global market trends. Road running in China, for example, has experienced exponential growth, with events such as the Nanjing Marathon offering prize money that triples the rewards of established races like Berlin. Maintaining relevance is essential in this digital age, and Moyo Sports invests in building its athletes’ presence across platforms including Instagram, TikTok, X, and a dedicated Facebook fan page. Ultimately, Moyo Sports combines storytelling, digital engagement, and market insight in a way that positions its clients at the very forefront of their field. The agency has established itself as an essential partner to countless athletes around the world, providing a blend of professional and practical solutions that allow athletes to thrive in an increasingly competitive landscape. As it looks to the future, Moyo Sports intends to remain a key player in the global sporting industry, as Malcolm shared: “Always, we seek to recruit the very best in our professional world. This will not change.” On the track, this will take the form of developing future talent and attending major championships, of which the 2026 Commonwealth Games and Birmingham European Athletics Championships will be key. The calendar continues to grow, with 2027 designated as a World Championships year and the LA Olympics arriving in 2028, promising a sustained series of major international events. “In Ethiopia, we have recently renewed a new multi-year partnership with our primary sponsor Asics, through to the Los Angeles Olympics,” added Malcolm, “part of which will be the construction of a state-of-theart High-Performance Athletics Centre in Addis Ababa. In road running, the World Marathon Majors – London, Tokyo, Boston, New York, Berlin, and Chicago – together with other iconic city marathons will also be a key focus, as these are where Asics gains maximum exposure.” From new talent acquisitions to strengthened partnerships, a period of continuous growth is on the horizon for Moyo Sports. In just over a decade, the agency has demonstrated itself as an invaluable asset to the industry, earning well-deserved recognition as Edinburgh’s Most Trusted Sports Management Agency 2025. With a proven track record and a passion for its field, Moyo Sports is poised to play a significant role in shaping the future of track and road running for years to come. Contact: Malcolm Anderson Company: Moyo Sports Web Address: www.moyo-sports.com Mestawut Fikir, 2nd Berlin Marathon 2024, 2.18.48
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