Eliud Kipchoge, the legendary marathon runner, once again proved that class is permanent, pocketing millions in despite finishing sixth at the 2025 TCS London Marathon.
The two-time Olympic champion reportedly earned a hefty appearance fee of KSh 24 million (approximately $176,000), plus an additional KSh 1.2 million for his top-10 finish, according to CNN.
The 40-year-old marathon icon clocked 2:05:25 in the elite men’s race, finishing behind winner Sabastian Sawe, who took the title in an impressive 2:02:25.
Uganda’s Jacob Kiplimo claimed second place in a remarkable marathon debut, followed by defending champion Alexander Mutiso Munyao in third, Olympic silver medalist Abdi Nageeye in fourth, and Paris 2024 gold medalist Tamirat Tola in fifth.
Under clear skies with temperatures reaching 21°C, over 56,000 runners participated in the iconic race from Greenwich Park to The Mall. Kipchoge’s participation, his first in London since 2020, was a major draw for the event, one of the prestigious Abbott World Marathon Majors.
His substantial appearance fee reflects the value organizers place on his global appeal, even as younger athletes challenge his dominance.
The London Marathon offered a total prize purse of $308,000 (£243,000), with the winner earning $55,000.
Prize money decreases with finishing position, making Kipchoge’s reported KSh 1.2 million for sixth place consistent with estimated earnings for top-10 finishers.
However, it’s the KSh 24 million appearance fee that highlights the financial clout of a runner with 11 World Marathon Major victories and an unparalleled career.
Kipchoge’s performance comes after a challenging period, including a rare DNF at the 2024 Paris Olympics due to a back injury.
Yet, his sixth-place finish at age 40 demonstrates remarkable resilience, and his earnings reaffirm his status as marathon royalty.
“Eliud remains a legend,” said race director Hugh Brasher. “His presence elevates the event, inspiring runners of all levels.”
The 2025 London Marathon also celebrated its charitable impact, with participants raising funds toward a cumulative £1 billion since the event’s inception.
For Kipchoge, the race was less about the podium and more about legacy—and a lucrative reminder that his name still commands millions.
Kenyan Kipchoge, a two-time Olympic marathon champion, is the record four-time winner of the men’s race in London, where he last competed in 2020.
The 40-year-old former world record holder described his mid-race drop-out at his final Olympic Games in Paris as “demoralising” but still believes he can compete for a fifth victory in London.
“Sport is full of challenges. I’m still working hard to get better, trying to inspire people and sell the power of sport,” Kipchoge said.
“I still think I can compete. I am training in a good way and competing with the youngest people.”
The 2025 London Marathon takes place on Sunday, 27 April.
London Marathon CEO Hugh Brasher said this year’s event boasts “the greatest elite field in the history of the London Marathon”.
Women’s world record holder Ruth Chepngetich, Olympic champion Sifan Hassan and silver medallist Tiger Assefa – the three fastest women in history – have been confirmed in the women’s race, which will see Eilish McColgan make her debut.
Emile Cairess will lead British interest in the men’s race, where he could have Mo Farah’s British record in his sights and will be joined by Olympic and world triathlon champion Alex Yee..
‘Kipchoge the greatest we’ve ever seen’
Kipchoge became the first athlete to run a marathon in under two hours in October 2019.
However, that time is not recognised as the official world record because it was not in open competition and he used a team of rotating pacemakers.
His official personal best stands at two hours one minute and nine seconds – the second fastest time in history.
In addition to his Olympic triumphs at both Rio 2016 and Tokyo 2020, Kipchoge has 11 victories across the world‘s major marathons.
That includes an unbeaten four-year streak in London in 2015, 2016, 2018 and 2019.
His previous appearance came during the Covid-19 pandemic in 2020, when he finished eighth.
That represented his sole defeat in 16 marathons across a remarkable spell of dominance between 2014 and 2022.
Asked about when he might choose to retire, Kipchoge said he would only reveal his future plans after racing in London.
Brasher described Kipchoge as “the greatest marathon runner of this or any other age.
“You could make a compelling case that his incredible stretch of dominance in marathon racing makes him the greatest athlete we have ever seen,” Brasher added.
Four unknown men walked into Kelvin Kiptum’s home in Chepsamo village, Elgeyo Marakwet for a specific reason. According to the father they introduced themselves as visitors from the big house implying State House. As it would later come to light, the four were agents of Chinese shoe company Qiaodan Sports that Kiptum had signed a contract with prior and they were doing a follow up and deal brokering after the athlete dropped the brand.
Four days later after this meeting, Kiptum died in a mysterious road accident. Kiptum’s father, Samson Cheruiyot broke down in tears during a media interview as several family members surrounded him. The father asked for an investigation to be opened and is asked for answers.
Samson Cheruiyot claims that four strangers came to his house asking for Kiptum and that they must have been evasive about what the purpose was.
“They said they wanted to get hold of him, and now that this has happened, I wonder what they were looking for at the time. What did they want from my son? They refused to identify themselves, says Cheruiyot according to The Times.
Directorate of Criminal Investigations detectives arrested and questioned them to establish the nature and motive of their visit, after Kiptum’s father, Samson Cheruiyot raised an alarm. Leaders from the region and parliament had called for a probe into the death with a general belief that there was a foul play.
However, the men, who were described as strangers to the family by Mr Kiptum’s father, said they were not strangers to the family as the business talks have been ongoing. Begging the question as to why the father would have changed his tune and when more worrying is the nature of the negotiations that would raise his suspicions to link the visits to the accident.
Speaking after grilling by detectives in Iten, Elgeyo-Marakwet County, the two former Uasin Gishu MCAs and two businessmen confirmed that they visited the athlete’s home to discuss a business deal as agents of the Chinese firm.
Details have now emerged about their mission to the late Kiptum’s home.
The four men reportedly sought out Kiptum to discuss the particulars of a Ksh.45 million contract signed between the late marathoner and the Chinese company.
The athlete had opted to pay back the Chinese company, but the company was only interested in having the athlete fulfill his contractual obligation and not a legal battle so they sent the four to negotiate a deal.
“The Chinese company was to supply sports equipment to Kiptum to be used during the Chicago marathon and it is alleged that Kiptum opted to use a different brand (Nike) and not the Chinese brand as agreed,” Elgeyo Marakwet CCIO Joshua Chelal said.
“Therefore Qiaodan Sports were aggrieved and sent the four men to negotiate whether they could be compensated or whether they would be given another opportunity to supply Kiptum equipment for the forthcoming Rotterdam race slated for April 2024.”
Botched Deal
British The Times writes that Qiaodan Sports and Kiptum are said to have been in a dispute over a contract worth around Sh45 million.
The Chinese claimed they had an agreement with Kiptum, but the Kenyan ran with Nike, with whom he had a favorable contract.
Before the London Marathon, Qiaodan Sports appeared at Kiptum’s hotel and claimed a contract was in place, according to the newspaper.
Basketball legend Michael Jordan has also been in trouble with Qiaodan Sports. Photo: Kin Cheung / AP / NTB
Qiaodan Sports has previously been in litigation with basketball legend Michael Jordan, and was ordered to pay 54,000 dollars at the time. The reason is that the logo of Qiaodan Sports is similar to Nike’s Jordan collection. Qiaodan is a fairly shady brand. The brand name is Chinese pronunciation of Jordan (Michael) and the logo is a silhouette of Michael Jordan as well.
Quiodan and Nike don’t get along very well. Quiodan is the phonetic transcription of Jordan in Chinese and they have been fighting in court for years. The logo doesn’t help either.
After the feat of Valencia, the Chinese brand Qiaodan keen to leverage on his glory offered a Sh45 million contractto the athlete to dress and equip him, trying this way to enter road athletics and lay the foundations of a sports project that was going to have Kiptum as a great ambassador. The athlete, through his representative Marc Corstjens, accepted the offer and signed the contract on January 15, 2023.
He becomes a poster boy for the Chinese brand.
Everything seemed to be going smoothly: Kiptum had signed the contract, had collected it and had begun to use the material of the Chinese brand while preparing for the 2023 London Marathon
But something happens, Kiptum after wider consultation realizes he got the shorter arm of the deal and felt exploited having been just new in the industry and only starting to make money as a professional athlete and assumingely naive, Kiptum silently boycotts the brand and cancels the deal with Qiaodan. Kiptum had struck a better deal with an anericanprofessional sports company.
However, tensions arose when Kiptum, amidst preparations for the prestigious London Marathon, seemingly disappeared just days before the event.
Qiaodon representatives, who had traveled to Kenya to accompany their sponsored athlete, found themselves unable to reach Kiptum, raising concerns about his commitment to the sponsorship agreement.
The situation took a dramatic turn when, at the London Marathon, Kiptum appeared clad in Nike apparel, contradicting his contractual obligations with Qiaodon.
Qiaodon, understandably dismayed by Kiptum’s actions, is reportedly contemplating legal action against the Kenyan athlete.
According to a demand letter dated 23rd April 2023 seen by Kenya Insights, Zhongqiao Sports Company Limited, the makers of the shoes are threatening to sue Kiptum over the alleged breach.
Copies of the demand letter to Kiptum.
Despite the threats of litigation, Kiptum stood his ground and dumped the Chinese company. And according to the police in Kenya report, he was willing to refund the company its money but they were reluctant and perhaps in a desperate situation, the firm was still determined and keen to have Kelvin onboard that they sent their agents to try convince him to accept the deal. With Kiptum holding a world marathon record, the subsequent races would give the company the much needed mileage. It is the desperate attempts to convince Kiptum into accepting the Chinese contract that got them in this whole circus of a tragic accident.
A preliminary report by investigators on the vehicle in which Kiptum and his coach died has ruled out any mechanical problems.
“The examiner said there was no pre-accident evidence of a mechanical breakdown, which means it had good breaks, tyres, lights, etc,” police said.
However, other aspects of the accident investigation were ongoing, he said.
For the Olympics in Paris this summer, it was expected that Kiptum against Eliud Kipchoge in the marathon would be one of the biggest highlights.
Kelvin Kiptum is one of many from Kenya who has reached the top of the world in running. Running gives high status in the home country.
