Josh Kerr, who became Great Britain’s first Ultimate Champion by winning the 1500m in Budapest on Sunday, has intensified the discussion surrounding athletic apparel sponsorship. Following his victory, the 28-year-old draped himself in the Union Jack but deliberately covered the Nike logo on his team kit by tying his Brooks-branded spikes over his shoulder. This gesture ensured that media coverage highlighted his personal sponsor rather than his national equipment provider.
In an interview with BBC Sport, Kerr expressed support for the new biennial World Athletics event but argued that athletes should be permitted to represent their own brands. “There is one last thing that I think we can get right, which is allowing the athletes to represent their own brands versus their country,” he said. “I love my country and competing for them, but we don’t make any money from that sadly. We don’t have the pay cheques that other sports do yet. So that would be an opportunity to grow.”
The Ultimate Championship features a smaller field of top stars competing for individual titles without a country-based medal table. While Kerr and other champions earned $150,000 for their victories, the financial structure of athletics differs significantly from team sports or individual tournaments in tennis and golf. Olympic gold medalists receive a standardized $50,000 prize, a figure introduced only in Paris 2024, which is minimal compared to earnings in other sports. Most athletes rely on personal endorsements and UK Sport grants—funded largely by the National Lottery—to cover training, travel, and staff costs.
The requirement to wear national kit at the event, which carries a total prize pot of $10 million, was designed to help casual viewers identify competitors more easily. However, Kerr’s actions underscore the tension between viewer experience and athlete financial interests. With the next championship scheduled for September 2028 in Los Angeles, the debate over branding rights is expected to continue.
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