Five years ago, Absa didn’t just sign on as a sponsor—they became the heartbeat of one of South Africa’s most inclusive running movements.
As the Absa Run Your City 10K Series continues its triumphant return in 2025, we sat down with Jabulile Nsibanyoni, Absa’s Sponsorship Manager, to unpack how this once modest property has evolved – after the Absa Cape Epic – into another powerful vehicle for wellness, social change, and community upliftment
“We wanted to shift from being a spectator-led brand to a participative one,” Jabulile begins, her tone calm but resolute. “With the Absa Run Your City Series, you’re not just watching—you’re part and parcel of the experience. It means touching and living the brand through your passion points.”
And what a journey it’s been.
From three Cities to five—and counting
The partnership officially kicked off in 2021, shortly after the COVID-19 pandemic.
“Due to crowd restrictions, we only managed to host races in Cape Town and Durban that year,” she recalls. “At the time, Joburg was still the largest from a numbers perspective.”
Despite the rocky start, the race quickly found its stride. By 2023, the series had grown from three cities to five, with Gqeberha and Tshwane joining the existing trio.
“That’s one of our biggest milestones,” Jabulile shares. “We grew the property to five cities within just three years. We’re now in our fifth year of sponsorship and have renewed our contract until 2028 (read more).”
ALSO READ: Gqeberha Absa Run Your City 2025 Series Breaks Records & Barriers
A race for everyone, not just athletes
From elite runners chasing records to mothers pushing strollers and individuals on crutches, the Absa Run Your City 10K is open to all.
“Running is probably the most inclusive sport out there. It doesn’t matter your age, size, background, or fitness level—you can just get up and start. You don’t have to be fast or go far. Just take the next step,” she says.
This ethos has inspired Absa to make running even more accessible, especially for their customers. “We partnered with the Absa Rewards team to offer 30% cashback on entry fees for cardholders. If I should stress, customers have to be Absa Rewards members to qualify for this incentive,” Jabulile adds. “We also provide running education and gear support through partners like Puma.”
Running with purpose: The ‘Force For Good’ ethos
But Absa’s commitment extends far beyond race day.
“For us, it’s not just about commercial visibility. It’s about creating sustainable change you can touch and feel,” Jabulile says, referencing Absa’s Force For Good mission.
This mission takes real form through the “1 km = R1” initiative. Every kilometre logged by Absa’s Strava community, employees and partners earns R1 toward community projects.
“So far, we’ve raised close to R4 million,” Jabulile beams. “In 2023 alone, we planted five food gardens. This year, we’re rolling out five more across the cities we operate in.”
These aren’t symbolic gestures. At a recent visit to Oudtshoorn during the KKNK Festival, spnsored by Absa, NOWinSA witnessed how one such garden feeds over 1,200 children daily.
“I get emotional just thinking about it,” she admits. “A principal at one of our partner schools in George told us they’ve even incorporated the garden into the curriculum. And then you hear such stories—like the two brothers whose life was completely transformed by the gardens, steering them away from getting involved in gangsterism to now being garden champions. It gives them purpose. That’s when you realise: it’s not just a vegetable patch. It’s a lifeline.”
Why this work is personal
When asked what drives her, Jabulile becomes reflective.
“I grew up in the township. I’ve seen poverty. I’ve seen what poor health does to people,” she says, adding. “I’m not a health freak, but I believe in the power of movement. I always tell people—once you cross that finish line, even if you walk it, you’ve removed self-doubt. That’s the beginning of something beautiful.”
She’s equally passionate about the life lessons running teaches.
“Running is like life—you have to stick to your lane. You don’t know why the person next to you is running. You don’t know their struggles or their goals. Sometimes you think you can outrun someone, only for them to humble you. It teaches you to run your own race,” she says with a knowing smile.
The road ahead
Absa isn’t slowing down anytime soon. With plans to further embed themselves in the running space through the ever-evolving Absa Run Your City Series—and perhaps even expand across the continent—Jabulile says the end goal is clear:
“We want to be known as the bank behind running in South Africa. We want to give anyone who wants to participate a fair chance—and use running to uplift communities in a meaningful way.”
With five years of tangible impact already in the rearview, it’s safe to say they’re well on track.
For more information on how to enter South Africa’s most empowering mass participation road running series, visit RunYourCitySeries.com.
