Absa celebrates life’s defining moments with new brand campaign and Eliud Kipchoge partnership

 Absa has launched its new South African brand campaign, built around the promise, “When that moment comes, you have us,” and announced a landmark partnership with global marathon icon Eliud Kipchoge, who joins the bank as its Official World Tour Financial Partner.

The campaign recognises that behind every significant achievement lies a journey shaped by ambition, resilience, support and opportunity. Inspired by Kipchoge’s belief that “No human is limited”, the campaign celebrates the people, partnerships and experiences that help make success possible.

Candice Thurston, Chief Marketing and Corporate Affairs Officer for Absa’s Personal and Private Banking Pan Africa business unit, said: “We recognise that every financial decision is connected to a deeply personal moment. Behind every home purchase, wedding, new business venture, growing family or unexpected life challenge is a person looking for confidence, support and a trusted partner. Our promise, ‘When that moment comes, you have us’ reflects our commitment to showing up for customers when they need us most.”

This commitment is reflected in the solutions Absa offers to support customers through different stages of life.

From the affordable, market-leading Absa Transact Account at R7.50 a month with unlimited taps, free cash withdrawals at tillpoints and built-in life cover, to Ultimate Banking with enhanced protection, credit facilities, free cash withdrawals at tillpoints and a market-first digital fraud warranty, the bank continues to evolve its offering around customers’ needs. For those taking major financial steps, including purchasing a first home, Absa Rewards offers eligible customers up to R25,000 cashback on a first Absa home loan. These are just some examples of the value Absa brings to customers, supporting them through everyday moments and major milestones. 

It is this commitment to helping people realise their ambitions that makes Absa’s partnership with Eliud Kipchoge a natural fit. The partnership brings together two proudly African success stories united by a shared belief in ambition, discipline and human potential. More than a sporting partnership, it demonstrates what is possible when African talent, determination and opportunity come together to achieve world-class success. 

The partnership will come to life through exclusive customer experiences, leadership conversations, digital storytelling, wellness initiatives and community programmes across Absa’s Pan-African footprint. Through these engagements, Absa and Kipchoge will inspire individuals, entrepreneurs and businesses to pursue their ambitions with confidence and determination.

Announcing the partnership, Sydney Mbhele, Group Chief Marketing and Corporate Affairs Officer at Absa Group, said, “Eliud Kipchoge is far more than a sporting legend. He is a symbol of what is possible when talent, discipline and purpose come together. As a proudly Pan-African organisation, we are inspired by his journey from a small village in Kenya to becoming one of the most respected athletes in the world. Through this partnership, we want to inspire our customers, colleagues and communities to believe in their potential, pursue their goals with confidence and demonstrate that African excellence can compete and win on the global stage.”

Eliud Kipchoge said, “Success is never achieved alone. That is why I am proud to call Absa my partner and to feel their support as I run seven marathons on all seven continents in pursuit of my vision to make the world a running world. I have often defined teamwork as a group of people working together who trust each other. As a long-time Absa customer, that trust dates back many years. To continue this journey together is a very exciting moment for me.”

A new television commercial featuring Kipchoge debuts today across all Absa markets and social media platforms, highlighting that success is shaped by the journey, the people and the experiences behind every achievement.