Rwanda is cementing its position as Africa’s new home of sports, providing "an exciting” platform to showcase Africa’s talent and the country’s unique attractions for visitors, thanks in large part to international tournaments like the Basketball Africa League (BAL).
The continental showpiece, according to Rwanda Development Board (RDB) Chief Executive, Clare Akamanzi, not only brings social but also economic benefits to the country.
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Akamanzi was speaking on Monday, June 19, after signing a multi-year extension partnership between RDB and the BAL.
Under the partnership, Kigali will continue to host the BAL games, including the playoffs and finals, in 2024, 2026, and 2028.
In 2020, Rwanda and the BAL signed a three-year partnership agreement making the country an official founding and host partner of the tourney.
But Akamanzi believes that the next five years of partnership "have more in store for us.”
"When people come here, they spend in our hotels, they spend in our restaurants, they use our taxis, and the economy really benefits financially,” she said.
"Over the last three years of the partnership, we have seen fans from competing nations join the buzz and excitement of the BAL in Kigali, and also attend the many events and activities that take place on the sidelines of the tournament.”
The game of basketball, Akamanzi told The New Times, has also been elevated across the continent through the championship, "and we’re proud to have been the founding and host partner, hosting the conference and final games in the first year and the playoffs and finals in the last two years.”
Worthy investment
According to Akamanzi, Rwanda is "glad to be part of shaping Africa’s basketball growth story”, not only through bringing the BAL games but also by implementing more youth development and social impact programmes together.
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"We have seen tremendous success and return on investment over the last three years and look forward to doing much more together.”
For instance, she said, Rwanda’s sports tourism and MICE industry currently contributes about 10 per cent of the country’s annual tourism revenues, a number that is expected to grow to 50 per cent in the long term as the country continues to attract and host continental tournaments akin to the BAL.
"The economic benefits of hosting such tournaments are immense across the entire tourism eco-system, with our people the main beneficiaries through job creation, business and investment opportunities, talent growth, and skills development,” she said.
Akamanzi told a packed hall at Kigali Marriott Hotel that since announcing the partnership, the BAL earned the country over $9.1 million, over the first two seasons.
This, she said, includes earnings by hotels, tour operators, venue facilities, marketing, and events companies "to mention a few.”
"We’re very optimistic about what we stand to achieve in the coming years of this renewed partnership, with the sector back to pre-pandemic levels.”
Akamanzi pointed out that the BAL has proven to be a great unifier and source of economic growth for Rwandans.
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Akamanzi shared similar sentiments with BAL President Amadou Gallo Fall, who said that the goal is to build on the current momentum.
"Now, for the next five years, the goal is to continue to build on the momentum; to build on incredible stories that have emerged over the brief history of the league, and continue to expand the footprint.
"We are going to come to Rwanda for three out of the five years for the finals, where we will look at other markets where we would host the finals for the first time.”
Fall also highlighted the need to attract top talent from around the world.
"We have seen that every year, but most importantly, we’re going to continue to retain elite talent from the continent. We have seen young players playing in other parts of the world who are coming back, and that’s going to undoubtedly have a positive effect on local leagues.”
For Nathalie Munyampenda, a passionate basketball enthusiast who also doubles as President of Kepler basketball club, it all boils down to creating a linkage between hospitality organs and the business community.
"The tournament has brought investors not only in sports but also other activities related to sports and that is very important.’
Munyampenda argues that there have also been various intangible returns, particularly citing youth development programmes.
"But this should also force us, which it has, to plan better. How can we have better entertainment after the games, how can our guests further enjoy their stay? Some want to go to curated day and night time events so Rwandan businesses need to step up to the challenge.”
Munyampenda asserted that benefits should "cut across if we take a wider view. There are opportunities for fashion, for entertainment, for day time tourism and much more.”
Equally important, she said, is "building an ecosystem that is well coordinated and I think we are already doing that. We have to give the fans enough time to buy their tickets, we should also offer curated packages in time. This can definitely position us as a home of sports not just in Africa but globally.”