Kenya’s Beijing 2008 Olympic Games 800 metres champion Wilfred Bungei and retired mile runner and king-making pacemaker Martin Keino are among 27 sports media professionals selected for the World Athletics Media Academy as the global track and field body aims to nurture the next generation of talent.
They will be joined in the commentators’ training programme by the 2004 Olympic 400 metres champion Tonique Williams of the Bahamas and Rosie Tinbergen, a British journalist and stadium announcer.
Five talented content creators have also been picked for the Content Creator Programme with Uganda’s Hassan Omar Wamwayi and another Kenyan, Martin Moses, selected for the photography and journalism programmes of the World Athletics Media Academy, respectively.
Critical gaps in talent, diversity, expertise
In a final selection announcement made this week, World Athletics said by addressing critical gaps in talent, diversity and expertise, the Media Academy is designed to ensure a bright future for the storytelling of athletics – in journalism, photography and broadcast commentary.
“Running alongside this is the Content Creator Programme, which was established in 2023 and has become a launch pad for content creators within the sport – providing a platform for talented creatives on TikTok, YouTube and Instagram,” World Athletics added in a statement.
The inaugural edition of the Media Academy will take place during the World Athletics Championships in Tokyo in September, when the 27 selected journalists, photographers and TV commentators will have the unique opportunity of covering the prestigious event in person.
The 2025 World Athletics Championships in Tokyo from September 13 to 21.
“The journalist section of the initiative is delivered in partnership with the International Sports Press Association (AIPS), offering young reporters the chance to develop their skills in Tokyo where they will be guided by leading international mentors. The participants were chosen following an online part of the project that launched in February,” World Athletics said.
Photographer workshop
“The photographer workshop, in collaboration with Sony, will see 11 young professionals learn from some of the world’s best athletics photographers and news agencies in Tokyo, to sharpen their visual storytelling skills covering athletics.
“The TV commentator programme will involve aspiring broadcasters being mentored by seasoned commentators, gaining hands-on experience and insight into live athletics production during the championships.
“This multifaceted Media Academy underlines World Athletics’ commitment to fostering high-quality global coverage of the sport by investing directly in the next generation of athletics media professionals.”
In total, 27 participants – 14 women and 13 men – from 19 countries across all continental areas are represented.
World Athletics Media Academy
The World Athletics Media Academy class of 2025 has:
Journalism: Camila Alves (Brazil), Louis Boulay (France), Andjela Cegar (Croatia) Anushe Engineer (Pakistan), Beatrice Go (Philippines), Nika Kljucaric (Croatia), Martin Moses (Kenya), Pierre Pillet (Switzerland), Annika Saunus (Germany), Ainhoa Serrano (Spain), Jasmine Trapnell (Great Britain), Lucijan Zalokar (Slovakia);
Photography: Hassan Omar Wamwayi (Uganda), Diogo Cardoso (Portugal), Birgit Dieryck (Belgium), Anastasia Karekla (Cyprus), Mate Ladjanszki (Hungary), Annabel Lee-Ellis (Great Britain), Kenichiro Ogane (Japan), Will Palmer (Great Britain), Pamela Smith (USA), Ross Turteltaub (USA), Eric Wu (Austria);
Commentary: Wilfred Bungei (Kenya), Martin Keino (Kenya), Rosie Tinbergen (Great Britain), Tonique Williams (Bahamas).
Content Creator Programme
“Five more creatives will have their work showcased on World Athletics’ digital channels following their selection to the Content Creator Programme.
More than 800 applications from all around the world were received for the Content Creator Programme following the 2025 launch in April and the five selected creatives – from five different countries – will now create TikTok, YouTube and Instagram content for World Athletics’ platforms.
The Content Creator Programme class of 2025 has Ajay Allen (USA) – A cinematographer and filmmaker, and a student athlete hurdler at the University of Missouri–Kansas City; Leila Gammouh (France) – A photographer and social media expert; Fette (Jorge Larco) (Ecuador) – An illustrator best known for his cycling illustrations, exploring a new interest in athletics and Sikhalo Mguni (Great Britain) – A full-time engineer and rising athletics content creator with a lot of passion for the sport;
Herbert Thomas (Jamaica) – A filmmaker and photographer with a lifelong passion for athletics.
Bungei, Keino cut teeth at NTV
In December, 2022, top British athletics commentator Rob Walker conducted an Athletics Commentary Master Class in Nairobi which both Bungei and Keino attended.
After hanging up their spikes, Bungei and Keino cut their teeth in athletics commentating at Nation Media Group’s NTV television channel having been roped in by the then Sports Managing Editor Elias Makori who maintained them as core members of the Kip Keino Classic commentary team.
Makori was also the organizer of the 2022 Athletics Commentary Master Class in Nairobi and also introduced a fresh crop of commentators to the NTV booth, including Manya Nyamweya, Gregory Mulemi and Robert Ruto who were all involved in the commentary for last month’s Sixth Absa Kip Keino Classic.
Together with Kip Keino Classic Meet Director Barnabas Korir, Makori helped develop NTV’s athletics broadcasting capacity, also through live broadcast rights acquisition, with the NMG channel having also produced the World Under-18 Championships in Nairobi after winning the bid to host the age-group competition following Makori’s proposal to World Athletics (then known as IAAF – International association of Athletics federations) through Athletics Kenya.
“On a personal level, it’s the biggest opportunity for me to tell an athlete’s story and speak for those athletes who are competing, from the point of view of an athlete who has been on the track,” Bungei, also the 2006 World Indoor Championships gold medalist said.
“This gives us in Africa an opportunity to give back to a sport that has built us, and to tell the story of the athlete from an informed perspective,” Bungei added on Friday.
For Keino, a personal milestone
Keino, who hung up his spikes in 2000 and a son of the legendary trailblazer Kipchoge Keino, was equally elated: “As a former African professional athlete, receiving this invitation to join the World Athletics Media Academy as a commentator for the World Athletics Championships Tokyo 2025 is both a profound honour and a significant responsibility,” said Keino who was a celebrated pacemaker in his 10-year elite career after graduating from the University of Arizona in the USA.
“I bring with me the insights, passion, and authenticity that only someone who has lived the athlete’s journey can provide.
“I am committed to bridging the gap between the athletes and the global audience. I want to provide context to the achievements of African athletes, celebrate their unique journeys, ensure their names and voices are heard and understood.
“This invitation is not just a personal milestone — it is a chance to help shape the global narrative of athletics, ensuring that it reflects the true diversity and richness of our sport. Being part of this academy also means becoming a visible role model for aspiring African sports commentators.
“The World Athletics Media Academy’s commitment to mentorship and skill development is a crucial step in nurturing this next generation of storytellers and broadcasters.
“I look forward to engaging with athletes, fans, and fellow commentators from around the world and to contributing to a more inclusive and representative future for athletics commentary.”
AIPS collaboration with World Athletics
The Media Academy sessions in Tokyo will focus on Athletics Rules and the actual competition alongside non-competition aspects.
“I am happy to welcome the birth of the World Athletics Media Academy. In 1995, during the World Championships in Gothenburg, I launched through the AIPS the first Sport and Culture project, dedicated to the young generations of journalists, and over the years the collaboration with World Athletics has been refined,” AIPS President Gianni Merlo said at the Academy’s launch earlier this year.
“This academy is the appropriate cultural proposal of the third millennium.”
Similarly, the programme identifies and trains new TV commentators, bringing fresh voices to the sport and creating clear pathways for aspiring talent in this vital area.”
World Athletics CEO Jon Ridgeon added: “We are delighted to have Sony as a key partner in the World Athletics Media Academy. Their support for the Photographers Workshop ensures participants have access to the latest technology in sports photography and expert mentorship. Together, we are not only developing talent but also raising the standard of athletics photography globally.”
Masanori Kishi, Head of Lens Technology and System Business Unit, Sony Corporation, commented: “We are honoured to be a part of the Photographers Workshop, collaborating with World Athletics. Sony is working closely with photographers to deliver new and diverse imagery expressions using a variety of Sony cameras, lenses, and applications. We are thrilled to help young, innovative photographers thrive through our technology and shaping the future of sports photography together with World Athletics.”
World Athletics transitions from the MDP
In the run-up to the selection, World Athletics offered an open registration for photographers, inviting emerging talents to submit their portfolios.
The Media Development Programme has been an initiative of World Athletics, designed to nurture athletics journalism and expand the coverage of the sport globally.
Historically, up to three programmes per year were conducted, bringing together 30–40 young reporters at locations worldwide.
These sessions were often held in conjunction with World Athletics Series events or one-day meetings, with recent editions hosted in Nairobi, Kenya; Glasgow, Great Britain; Xiamen, China; and Lima, Peru.
Starting this year, World Athletics transitioned from the MDP to the newly established World Athletics Media Academy, which offers both extensive, long-term programmes and shorter, targeted sessions during one-day events.
For 2025, in addition to the long-term programme that will be held in Tokyo, Japan, alongside the World Athletics Championships, a shorter session was organised during the Wanda Diamond League in Rabat, Morocco, in May specifically tailored for French-speaking African journalists. (Additional reporting by World Athletics)
This update is generally attributed to Pura Vida’s Content team. Feel free to shared any feedback or or relevant info incase of inaccuracies.
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