Kerr highlights sponsor over country logo after Ultimate Championship win
British athlete Josh Kerr deliberately covered the Nike logo on his Great Britain kit after winning the 1500m at the inaugural Ultimate Championship, drawing attention to athletes' financial struggles.
British runner Josh Kerr became Great Britain's first ever Ultimate Champion on Sunday evening in Budapest after a dominant win in the 1500m at World Athletics' newly launched Ultimate Championship. During his victory celebration, he made an unusual gesture — draping his personal sponsor Brooks' running spikes over his shoulder in a way that obscured the Nike logo on his Great Britain kit.
The 28-year-old, from Edinburgh, told BBC Sport the move was meant to draw attention to the idea of athletes being allowed to represent their personal sponsors rather than only their country. He said he loves representing Britain, but athletes make little money from doing so compared with competitors in other sports.
The funding gap
Unlike footballers who earn a salary from their club, or tennis and golf players who can win substantial prize money at major tournaments, track and field athletes rely heavily on personal sponsorships. They receive no annual salary, and the only standardised prize money — $50,000 for an Olympic gold medal across the 48 track and field events — was only introduced at the 2024 Paris Games.
Some countries, including the United States, pay their own athletes for medals, but Britain does not. Instead, British athletes receive funding through UK Sport, largely sourced from the National Lottery, with more support going to those judged most likely to win medals.
The Ultimate Championship features a smaller field competing for individual titles with no national medal table, and offered $150,000 for a win. However, athletes are required to wear national team kit, making it easier for casual viewers to follow the action. Kerr has previously won Olympic bronze (2020) and silver (2024), plus World Championship gold (2023) for Great Britain. The next Ultimate Championship is scheduled for September 2028, shortly after the Los Angeles Olympics.
