The Kenya Tourism Board (KTB) has appointed multiple Olympic and world champion Faith Kipyegon as the newest Magical Kenya Brand Ambassador, according to an X post by Athletics Kenya on Saturday, September 6, 2025.

The announcement places the 1500m world record holder at the centre of efforts to market the country as a leading sports tourism destination.

Kipyegon’s role will highlight Kenya’s global reputation as the “home of champions.” Her international profile and record-breaking career make her an influential figure to showcase not only the nation’s athletic heritage but also its culture, wildlife, and diverse landscapes.

Speaking after the unveiling, Kipyegon said it was a great honour to represent her country in this new capacity. She added that every race she runs carries the hopes of Kenyans and the legacy of athletes who paved the way before her.

“Every time I compete, I carry the hopes of my nation and the legacy of champions who came before me. This partnership allows me to share not just Kenya’s incredible athletic heritage but also its stunning landscapes, rich culture, and welcoming spirit with the world. Kenya has always inspired me to achieve greatness, and I am proud to inspire others to visit this beautiful country that I call home,” she said

KTB Chief Executive Officer June Chepkemei underlined the significance of the appointment.

“We are delighted to announce our global athletics icon Faith Kipyegon as the latest Magical Kenya brand ambassador. Faith was a natural fit for this role as a shining example of Kenyan excellence, resilience, and world-class performance, attributes that our nation is known for, world over.”

According to Chepkemei, the board has seen positive results from previous brand ambassadors such as Eliud Kipchoge, Paul Tergat, and the Harambee Stars. Kipyegon’s inclusion, she said, strengthens Kenya’s visibility in competitive global tourism markets.

Promoting Kenya through athletics

The partnership will involve KTB working closely with Kipyegon across various platforms to amplify the country’s offerings. These efforts will not only promote Kenya as a destination for sporting excellence but also highlight its unique travel experiences, ranging from adventure and cultural tourism to wildlife and coastal attractions.

Kenya has long relied on athletics as one of its most visible national assets alongside its natural scenery and cultural diversity. By engaging Kipyegon, KTB aims to merge these strengths, positioning Kenya as a destination that appeals to both sports enthusiasts and general tourists.

Kipyegon now joins a growing list of global sporting icons serving as tourism ambassadors. Jamaican sprint legend Usain Bolt and St Lucian sprinter Julien Alfred have taken similar roles for their countries.

The appointment comes just days before Kipyegon leads Kenya’s team at the World Athletics Championships in Tokyo, where she will defend her 1500m and 5000m titles.