Liberia is one of the poorest countries in the world. However, since first participating in the Olympics in 1956 in Melbourne, Liberia has only missed four games in 1968, 1976, 1980 and 1992 due to domestic political problems. Although they have never won any medals, the unyielding sportsmanship of these West African national athletes is still a beautiful image in the celebration of world sports.
Because it is a poor country and does not have an impressive sports record, Olympic athletes do not receive any sponsorship. Liberia’s closest companion sponsor is New Balance. However, the company terminated its contract with the country’s sports federation in 2000. Since that time, all Olympic athletes have had to pay their own money to buy clothes for service. competition.
Until this year, 3 Liberian athletes participated in the Tokyo 2020 Olympics with extremely well-organized uniforms. All thanks to the sponsorship of fashion brand Telfar. The airline has agreed to sponsor the team’s costumes, travel and meals for the team.
The designer who gave birth to Telfar is of Liberian origin. He wants through this sponsorship to promote the culture of his homeland to friends from 5 continents. In addition to sponsoring the sports team, Telfar also sells these costumes throughout the Olympics. This will be a premise for Telfar to develop sportswear lines in the future.