The Rwanda Premier League (RPL) is exploring new strategies to improve fan experience as part of efforts to boost stadium attendance, following a steady decline in matchday turnout over the past three seasons. According to the league, the drop in physical attendance is undermining its broader goal of monetising the competition. So far this season, RPL has recorded a 58.5 per cent decline in stadium attendance, with 102,340 fans attending 150 matches, compared to 246,314 fans across 240 matches during the 2025/26 season. What’s behind declining match attendance? The slump has had a direct impact on revenue collection. Stadium revenues have fallen by 64.3 per cent, with the league generating Rwf 286 million so far this season, down from Rwf 802.9 million in the 2024/25 season. Some fans believe the decline is linked to dissatisfaction with the on-pitch product. “The game has lost its taste. I honestly don’t think I should go to the stadium,” said a Kigali-based football fan who spoke on condition of anonymity. “I prefer following matches online, though even that is occasional. The quality of football we see on the pitch is quite different from what we hear in the media.” However, RPL chairman Hadji Youssuf Mudaheranwa rejected claims that poor football quality is driving fans away, insisting the league has improved in competitiveness. “Did anyone see the quality of football played between Rayon Sports and Mukura VS in Muhanga? The teams played very good football, which shows that quality is not the problem,” Mudaheranwa said. “We have also added two Sudanese clubs, Al Hilal and Al Merrikh, which I believe have raised the level of competition.” An RPL survey identified several challenges contributing to low turnout, including, poor matchday experience in stadiums, weak digital presence, negative public perception, limited media coverage and broadcasting reach and poor monetisation of existing fans. In response, the league has set an ambitious target of increasing stadium attendance from about 122,700 fans this season to 614,000 by 2030. To achieve this, RPL plans to strengthen partnerships with key stakeholders, including clubs, sponsors, and media houses. “We are looking at all possible ways to ensure fans return to stadiums because the league exists for them,” said RPL CEO Jules Karangwa. “We are consulting different stakeholders to find lasting solutions.” Media seen as key driver RPL views the media as a crucial partner in reversing the trend, though media practitioners argue that cooperation must be mutually beneficial. “The media can change this trend and fans can return to stadiums, but there has to be a cost,” said Sam Karenzi, presenter and proprietor of SK FM. “You can’t expect us to promote sponsors when we don’t get a share of what the league receives. Both sides must benefit.” Looking ahead, the Rwanda Premier League projects generating Rwf 5 billion from broadcasting rights by 2030, with league champions expected to earn Rwf 300 million under the proposed revenue model.
