In a landmark move for Ethiopia’s digital transformation, legendary long-distance runner Kenenisa Bekele has officially been named the Brand Ambassador for the National ID Program. The announcement, made during a formal ceremony during the weekend, marks a new chapter for the “Fayda” initiative as it seeks to scale its reach to millions of residents.
Yodahe Arayaselassie, Executive Director of the National ID Program, expressed immense pride in the partnership. “We have selected Kenenisa Bekele, an athlete whose global achievements represent the best of Ethiopia, to be the face of this institution,” he said. “We are deeply grateful for his commitment to working alongside us on this national mission.”
According to the National ID Program office, the initiative has already successfully registered 33 million citizens nationwide. The director emphasized that the digital system is designed to be inclusive, with plans to extend the “Fayda” ID to every rural household, simplifying the lives of farmers and streamlining their access to government and financial services.
Accepting the role, Kenenisa Bekele highlighted the strategic importance of a unified identity system. “A National ID is an essential tool for every citizen and offers vast benefits for our country’s progress,” he stated. “I am honored to support this goal.”
Kenenisa also praised the home-grown nature of the technology, noting that the system was developed using Ethiopian expertise. “The fact that this was built with indigenous knowledge should be a source of pride for all of us. A nation’s growth is measured by the establishment of such efficient systems,” he said.
The athlete concluded by affirming his readiness to serve. “I am grateful to be chosen as a representative for such a vital institution,” said Kenenisa. “I am fully prepared to fulfill the responsibilities of this ambassadorship to ensure this national objective is met.”
The appointment of Kenenisa Bekele continues a long tradition of Ethiopian athletes serving as national icons and catalysts for development. Often cited as the greatest long-distance runner in history, Kenenisa is a three-time Olympic gold medalist and a 5-time World Outdoor Champion.
