After clinching the 1500m title at the inaugural Ultimate Championship in Budapest this past Sunday, Josh Kerr celebrated his win as Great Britain’s first-ever champion in the event. While the 28-year-old displayed the expected jubilation by draping himself in the Union Jack for the cheering crowd, his victory also served as a stage for a significant protest regarding financial compensation in professional athletics.
During the trophy ceremony, Kerr intentionally obscured the Nike logo on his national team kit by draping his custom Brooks-branded running spikes over his shoulder. This tactical move ensured that all photographs and broadcast footage from his crowning moment featured his personal sponsor rather than the national federation’s official equipment provider.
Speaking with media, Kerr addressed the deeper issue of athlete funding following the successful debut of the biennial event. He advocated for a shift in current regulations that would allow competitors to prioritize their individual brand partnerships over national requirements. While expressing a strong commitment to representing his country, the athlete pointed out the stark financial realities of his sport.
Kerr explained that although he holds a deep love for his nation, competing for them does not provide a meaningful income, noting that athletics lacks the substantial paychecks found in other professional sports. He suggested that allowing athletes to showcase their own brands instead of the country’s sponsor would represent a vital opportunity to increase revenue for competitors. World Athletics has been approached for comment on the matter. The report also notes that which is allowing the athletes to represent their own brands versus their country,” Kerr said, there is one last thing that I think we can get right.
