Norwegian Olympic sprinter Jaysuma Saidy Ndura has lost his professional support from Olympiatoppen, the Norwegian Olympic training organization, after signing on as a brand ambassador for Vemma, an energy drink company. The decision, communicated by Olympiatoppen media consultant Halvor Lea to Dagbladet, stems from Vemma's activities violating the organization's guidelines on the use and marketing of dietary supplements.
Ndura, born in Western Gambia, moved to Norway in 2002 and became a Norwegian citizen in 2006. He holds Norwegian records in the 100 meters and shares Gambian and Norwegian records in the 200 meters. He has also achieved significant success internationally, including a bronze medal at the African Championships and multiple top-three finishes in IAAF Golden League events.
In August, Vemma announced Ndura as a brand ambassador for their energy drink, Verve, stating he would endorse the product in Europe. A press release highlighted Ndura's dedication to fitness and his choice of Vemma Formula in Verve to fuel his performance, predicting his enthusiasm would boost the wellness industry. Vemma’s statement noted Ndura’s dedication to sport made him a superstar on the track.
However, this partnership immediately drew criticism from Olympiatoppen. Lea stated that Vemma’s practices contravened established policies, a concern repeatedly communicated to Ndura. Despite these warnings, Ndura apparently continued his association with Vemma, leading Olympiatoppen to formally sever ties.
The fallout for Ndura includes the loss of support from the Norwegian Olympic body and a significant financial blow. He is understood to have forfeited an annual sports scholarship of 70,000 Norwegian Kroner, approximately $10,400 USD. The exact nature of Vemma’s violation remains unspecified by Olympiatoppen.
Olav Magne Tveitå, Ndura's coach, suggested the issue may have involved Ndura’s promotional activities within the Olympic organization itself. Tveitå indicated that Ndura had agents selling these products and brought them to Olympiatoppen with the intent to sell. This could point to a potential problem with Ndura attempting to recruit athletes or staff within Olympiatoppen, a scenario Tveitå said he could understand leading to dismissal.
Olympiatoppen has indicated that Ndura would be welcomed back if he severs his ties with Vemma. The decision forces Ndura to weigh his Olympic career against his business venture with Vemma. In a promotional video recorded in September, Ndura spoke about planning for life after athletics, stating, "Being part of Vemma is like, I’m an athlete but I’m never gunna be running forever. And then what I’m doing right now is like starting a business, for like afterwards when I’m done with my career. So I have something to go on to."