As Rwanda sets sights on expanding its sports industry, the inaugural SportsBiz Africa Forum, held in Kigali from September 26-28, revealed the immense potential of sports as a key driver of economic growth. Themed Nexus between Sports and Business towards Africa’s Development, the forum brought together key sports stakeholders to discuss how to position Africa, and Rwanda in particular, to generate significant revenues and create jobs in an industry that remains largely untapped. Key discussions centred around strategies for integrating business investments with sports talent and innovation. Rwanda's potential to harness sports tourism, technology, and international partnerships emerged as focal points to drive sustainable development and elevate the sports sector’s contribution to Africa’s Gross Domestic Product(GDP). Driving Economic Development Through Sports Dr. Kamila Swat Aris, the Associate Professor and Programme Director of the Masters of Sport and Entertainment Management at Hamad Bin Khalifa University, highlighted the role of sports in economic development. She emphasized the importance of forums like SportsBiz Africa in fostering collaboration and sharing insights on how sports can drive societal transformation. “This kind of gathering is only the beginning of the journey. It’s vital that the knowledge shared here translates into actionable steps. We need to focus on implementing what we’ve learned, evaluating our impact, and considering the sustainability of the sports industry in all its facets,” Kamila said. For Rwanda, Kamila believes alignment between the country’s national development goals and the sports sector’s objectives is crucial. “Rwanda has made a good start with its national vision, but it’s important to ensure that any sports event or initiative aligns with broader development objectives. Building local capacity, professionalising the industry, and investing in sports education are key areas that can accelerate growth,” she noted. ALSO READ: How Rwandan venture aims to make sports pay for Africa’s development Investing in Infrastructure and human capital During her stay in Kigali, Kamila attended the Youth Career Fair at BK Arena and visited ongoing stadium developments. She praised the integration of sports infrastructure with economic initiatives like the extension of Zaria Court and the construction of a nearby hotel. However, she stressed the need for continued investment in human capital to sustain such projects. “Hard infrastructure is critical, but we must also focus on developing soft skills in our human resources to support the long-term sustainability of these projects,” Kamila concluded. Developing future athletes and exporting talent Jacques Kayisire is founder of Dream Team Football Academy, one of Rwandan active football academies. He emphasized the vital role sports academies play in developing athletes and contributing to the sports business ecosystem. He drew attention to how global stars like Lionel Messi, Cristiano Ronaldo, and Sadio Mané were products of sports academies, showing that exporting talent is a crucial opportunity for Rwanda. “One of the products that you can sell in the business of sports is athletes. Exporting talent is key to making Rwanda’s sports industry more sustainable,” Kayisire said. However, she pointed out the challenges academy owners face in Rwanda, where public institutions still play a significant role, unlike in more developed countries where the sports industry is predominantly private. He urged the government to help build infrastructure and open markets for exporting talent, which could bridge the gap between domestic and international sports markets. Reflecting on the outcomes of the forum, Kayisire noted that the event provided valuable insights into revenue generation, sports tourism, and sponsorship, knowledge that Rwanda’s sports sector can use to close the gap with more developed countries. Leveraging data and fan engagement Jeroen van Iersel, an expert in venue commercialization from Circuit Zandvoort and Formula 1 Heineken Dutch Grand Prix, shared his expertise on how Rwanda can further develop its sports industry, especially from a financial perspective. He emphasized the importance of building and utilizing data infrastructure within sports venues to enhance fan engagement. “I visited the new stadium and arena in Kigali and saw that one of the sponsors is a telco company. The biggest benefit you can have is building databases with the data you collect and connecting it on the backside to learn from fan behavior,” van Iersel explained. He suggested that Rwanda could use this data to create targeted offerings, such as early entrance incentives, upselling catering packages, or offering merchandise ahead of time. Building a unique global profile In terms of expanding Rwanda's international sports presence, van Iersel highlighted the importance of having a unique profile when pursuing major events like Formula One which Rwanda is currently bidding to host. It’s not just about the money. It’s about what you’re going to offer for the fans and value you add to the event itself. You need to tell your own story and make it an event with its own identity, he noted. ALSO READ: Is Rwanda ready for Formula One? Van Iersel sees Rwanda’s organized and welcoming atmosphere as a strong selling point for hosting global events. “What Rwanda is doing is great. You’ve built a solid country, and that’s something you have to bring to the negotiation table. It’s about the story you want people to see from Rwanda, just like the ‘Visit Rwanda’ sponsorship with Arsenal,” he said, underscoring that Rwanda's cultural narrative is key to creating value beyond financial contributions.
