The MTN marathon is a noble race

The annual sporting event has grown into the country’s biggest social event. And rightly so.

Is it 9 races already? Funny how time flies, seems like only yesterday that we were excitedly collecting our first pack of yellow jerseys, caps and identification tags. The brith of the MTN Kampala Marathon was upon us and partcipation gave everyone of us a tremedous boost of self confidence. We felt like those thin guys you see on television running through crowds and being pursued by cameramen on bikes before they dash past a tape and collect a hefty winners cheque.

Of course few of us expected to command appearance fees or even collect cheques. That was for the ‘skinny guys’ doing the 42km race that returned with salty faces after running the length and breadth of hilly Kampala. The rest of us were happy to do the 10km, that fun-race that we were and are still intent on calling a marathon. We came early, crowded the starting line and jogged, walked or talked through the entire course before arriving for corporate buffets and mini-concerts at the finish line. It was, and still is fun.

Unsurprisingly and like everything that MTN’s agggressive brand nourishment touches, the Kampala marathon became the go-to social event. Before this, there were the hash runs which were at once cradles of networking and excuses to drink on Monday evenings, but the Marathon brought cool to running and attracted Uganda’s middle class like a moth to light. Everyone from army generals, through politicians to psuedo celebrities would not be caught dead without the yellow sleeveless jersey (the universal symbol of participation).

I must confess that the Corporate Social Responsibility and Brand departments of MTN nailed this one. The proceeds (you have to register to participate) went to causes with a high-emotional appeal such as the Mothers of Northern Uganda. Further more they preached good health, a charming subject to the middle class (and their sedentary lifestyles). All that was left was for the ‘yellow jerseys’ to maintain top of the mind brand awareness amongst this pool of current, potential and future customers.

Everyone wanted to be part of the marathon and even if MTN exploited this vigrourously, there is no shame in building profit responsibly; I mean who doesn’t want to have a clean bill of health or to be associated with a noble cause? So there we were coming in various body shapes and sizes and ticking off one more item off our collective bucket list.

Nine years later, interest continues to grow year on year. The races are bigger and participants more serious that some recruit trainers to put them through the paces months in advance. Whether the objectives are anymore than improved self-worth or if indeed the results are rewarding is not important. What is clear is that the marathon has become not only middle Kampala’s biggest crowd puller, but also one of the the biggest givers to charity.

So don’t bother buying new running shoes, because they will give you blisters you know. That scruffy pair gathering dust in a dark corner will do just fine. Go run with your heart and if not for your own well being, then at least for the poor souls in Bududa for whom a fun race is so far removed from their wretched world.

banturakim@gmail.com