Through a partnership agreement, Johan Cruyff Institute has collaborated with Rwanda Events to bring its academic expertise to Sportsbiz Africa Forum, an event aimed at boosting Africa’s sports industry
Sports is one of the fastest-growing industries in Rwanda. In 2023, this East African country organized a total of 27 sporting events that attracted over 13,000 participants. In this context, Sportsbiz Africa Forum, designed to accelerate the progress of the sports industry in Africa, was held on September 26 and 27, 2024. Through its partnership with Rwanda Events, the organizing company, Johan Cruyff Institute contributed its academic expertise to this forum via four master classes. These classes covered key topics such as revenue generation in sports facilities, sports tourism, and the activation of sports sponsorship.
Christian Gakwaya, CEO of Rwanda Events Group, highlighted the importance of this agreement in promoting the sports industry in Africa: “Developing an economy around sports in Africa requires a qualified human resource capable of meeting the needs of the market and leading its growth. The SportsBiz Africa Forum’s masterclass program is a strategic response to this need for human resources. SportsBiz Africa Forum is partnering with the Johan Cruyff Institute, as its academic certification partner for its inaugural edition slated for September 26th to 28th 2024 in Kigali, Rwanda.”
Cristina Pales, Marketing Director at Johan Cruyff Institute, and Yannick L. Olimbo Diouf, Project Manager of Marketing, Sponsorship, and Partnership at Sportsbiz Africa.
The Sportsbiz Africa Forum aims to position the sports industry by empowering African talent to transform the investment landscape across the continent. The event will consist of five distinct segments: Conference, Exhibition, Masterclass, Mini Tournaments, and Social Events. With the goal of boosting the African sports industry, the Forum will focus on key themes such as talent development, innovation in sports management, and the growth of sports infrastructure. Attendees are expected from all sectors of the sports industry, including club owners and executives, sports agents, tour operators, and investment agencies.
The four master classes organized by Johan Cruyff Institute at the Sportsbiz Africa Forum combined theoretical knowledge with practical applications in the professional field. This approach allowed attendees to gain valuable insights and improve their professional skills. The master classes were as follows:
Revenue generation in sports venues
This masterclass was led by Jeroen van Iersel, an experienced marketing and communication professional with a strong background in the sports and events sector. He is currently the Marketing and Communication Manager at Zandvoort Circuit. In this session, various innovative and resource-optimizing strategies were discussed to significantly enhance the revenue streams of sports venues. Jeroen van Iersel highlighted the event’s organization and attendance: “Sportsbiz Africa Forum was exceptionally well organized, striking a perfect balance between country representatives, sports federations, and local students. The masterclasses were fully booked on both days, reflecting the great interest and commitment of the participants. What stood out most was the enthusiasm and eagerness to learn. Active participation, with insightful questions and meaningful discussions, allowed for the direct application of theory to regional practice, adding immense value to the academic experience.”
Sport tourism: boosting economic impact and growth
The specialist leading this masterclass was Marco Mazzi, manager of sporting events and Olympic and professional travel. With 18 years of experience, Mazzi has worked with Olympic federations, Olympic Games, and 32 national and international sporting events. Sports tourism is a dynamic sector that combines the excitement of sport with the exploration of new destinations. By attracting fans, athletes, and event organizers from around the world, sports tourism generates substantial revenue and stimulates local economies. This masterclass discussed the significant contribution of sports tourism to the economy.
Sustainability in sport
Silvia González Morcillo, a lecturer at Johan Cruyff Institute, conducted this masterclass. She holds a PhD in Active Tourism and Sustainable Development from the University of the Balearic Islands and has professional experience as Chief Operating Officer at Mallorca 312 Ok Mobility. In recent years, the role of sustainable practices in the sports industry has grown significantly. Sporting events, facilities, and organizations are beginning to recognize their environmental impact and incorporate eco-friendly practices. This masterclass explored these issues and the various social and political frameworks involved in sport.
Activating sport sponsorship and maximizing returns
This masterclass was presented by Edgar Romero Jara, Corporate Relations at Johan Cruyff Institute, and holds a PhD in Sports Management and Marketing from the University of Barcelona – INEFC. Sports sponsorships are a powerful tool for brands to connect with their audience and foster loyalty. However, to reap the benefits, companies must strategically activate these sponsorships and ensure they maximize return on investment.
The objective of this class was to address the different types of sponsorship and techniques to maximize returns and measure their impact. Dieudonné Mugenzi, an attendee of this masterclass, highlighted the practical exercise and how he could apply it to his work: “I would say that the masterclass on sports sponsorship activation and return maximization opened my eyes with its brief exercise on the steps to maximize sponsorship returns, effectively planning the actions needed for activation. I currently work as a sports services management consultant, and I believe that adding sponsorship activation services would be feasible for a small team. While it may not be directly related, I have also been enthusiastic about the sports sponsorship measurement and activation module, which I will follow closely in my master’s program.”
Chris Bebeto Kayiranga, another attendee of Johan Cruyff Institute masterclasses, emphasized the value of the sponsorship training: “I found the module on sponsorship strategies particularly valuable. It provided me with an in-depth understanding of the different types of sponsorship, such as team sponsorship and naming rights, and how they can be aligned with specific objectives. This knowledge has greatly expanded my understanding of the dynamics of sponsorship and will prove very practical in real-world situations as I continue to develop my career in the sports industry.”
This partnership between Johan Cruyff Institute and Rwanda Events marks a significant step towards advancing the educational and professional landscape of sports management in Africa. In this way, the Sportsbiz Africa Forum lays the foundation for future growth and development in the sports industry across the continent.
