Sossi is thrilled to announce a major strategic achievement: the signing of a landmark 5-year title partnership with the Great Ethiopian Run, Africa’s largest mass-participation running event. This isn’t just a sponsorship; it’s a deep, integrated partnership that will place our brand at the heart of Ethiopian culture, passion, and community.

This long-term commitment provides an unparalleled platform to connect with tens of thousands of active, health-conscious consumers directly. Our activation plans include extensive product sampling along the route, vibrant branded merchandise, and engaging digital campaigns linked to the event. This partnership is a powerful example of how to build brand love and visibility through strategic, large-scale local engagements, offering a scalable model for other markets looking to leverage major regional events.