Eliud Kipchoge, despite finishing sixth at the 2025 London Marathon, could earn more than the race winner, Kenya’s Sebastian Sawe, due to his lucrative appearance fee and sponsorship deals.
In the 2025 race, Sawe clocked 2:02:27 to secure victory, ahead of Uganda’s Jacob Kiplimo, who made an impressive debut, finishing second with a time of 2:03:37. Defending champion Alexander Mutiso from Kenya took third in a photo finish with Dutchman Abdi Nageeye at 2:04:20. While the focus was on these top performers, it was Kipchoge’s performance that attracted significant attention.
Kipchoge, a four-time London Marathon champion, had endured a difficult 2024 season, including a 10th-place finish in Tokyo and a disappointing drop-out in Paris. However, his sixth-place finish in London, with a time of 2:05:25, was a notable improvement and solidified his status as one of the best marathoners of all time.
While the London Marathon’s prize money for placing in the top positions is substantial, with Sawe and Tigst Assefa each taking home $55,000 for winning the men’s and women’s races, Kipchoge’s earnings will far surpass these figures. The prize structure for the London Marathon includes payouts up to 12th place, with Kipchoge’s sixth-place finish earning him $7,500.
However, the bulk of Kipchoge’s earnings comes not from his race performance but from the hefty appearance fee he is paid to participate in major marathons. Star athletes like Kipchoge are able to command appearance fees that can reach up to $150,000, and Kipchoge’s iconic status as the greatest marathoner of all time means he secures a significant portion of this maximum fee. These appearance fees are negotiated long before the race and are separate from the prize money for finishing positions.
Moreover, Kipchoge benefits from sponsorship deals with major companies like Nike, which add further to his earnings. These sponsorships, combined with his appearance fee, mean that Kipchoge’s total pay from the London Marathon is likely to exceed what Sawe, the winner, will take home. This is a testament to Kipchoge’s star power and the value he brings to the event, both in terms of attracting fans and sponsors.
Kipchoge’s involvement in high-profile marathons is a major draw for organizers, who understand that his participation elevates the prestige and appeal of the event. His reputation and influence in the sport make him one of the most marketable athletes in the world, ensuring that he continues to receive generous compensation for his presence at major races, regardless of his performance on race day.
Looking ahead, Kipchoge’s next race is the Sydney Marathon in Australia, set to take place on August 31, 2025. As one of the newly designated Marathon Majors, the Sydney Marathon is likely to offer Kipchoge another lucrative appearance fee, regardless of the outcome of the race. This continued financial support highlights Kipchoge’s enduring status as one of the most iconic figures in the world of athletics, making his earnings from major marathons much more substantial than the prize money awarded for placing first.
