Speaking during a Basketball Africa League (BAL) Investor Day fireside chat in Kigali, Kagame said sports should be understood as a broad ecosystem that goes far beyond competition on the court.
He said sports “attracts people,” creates a sense of belonging, and generates value that extends into multiple sectors of the economy.
“People feel good about it. They are part of it,” he said, adding that sport draws talent and investment while generating wider benefits for society.
President Kagame described sports as part of a wider development and investment strategy that includes talent development, infrastructure, consumer experience, entertainment, and tourism. He said the sector becomes more valuable when it is built deliberately and supported through long-term investment.
“It’s also the consumer experience. It attracts even people who originally were not so attracted to any sport,” he said, noting that surrounding activities such as entertainment and events help expand its reach and impact.
He pointed to Rwanda’s experience hosting major sporting events, including BAL games, as contributing to increased tourism and international visibility. According to Kagame, the country has seen more visitors coming for conferences, competitions, and large-scale events linked to sports programming.
This deliberate alignment of sports and major events has translated into strong economic gains. According to the Rwanda Development Board (RDB) 2025 Annual Report, Rwanda’s tourism sector generated $685 million (about Rwf 1 trillion) in revenue, up 6% year-on-year, driven by 1.49 million visitors. The Meetings, Incentives, Conferences and Exhibitions (MICE) segment contributed $94.7 million, supported by 165 international and regional events, including major sporting fixtures such as BAL games.
Kagame said these outcomes reflect a deliberate strategy and long-term mindset toward investment.
“It comes to choices you make, it comes to mindset as well,” he said, adding that sports investments should be allowed to “prove themselves” over time.
He also referenced Rwanda’s long-standing sports partnerships with global clubs, including the “Visit Rwanda” sponsorships with major football teams such as Arsenal, as part of a broader effort to position the country globally through sport. He noted that such initiatives have sometimes attracted political criticism, but said the approach is driven by strategic choices and a focus on visibility, investment, and long-term returns.
A central theme of his remarks was the importance of scale through cooperation across Africa and beyond.
“When countries come together, when leagues come together, when people come together, the benefits are multiplied by a much bigger factor,” Kagame said. “You don’t want to have such a good thing isolated in one region or one country.”
He argued that fragmented sports markets limit growth, while integrated collaboration creates a larger and more efficient market that strengthens returns for investors, governments, and communities.
The Head of State also emphasised that Rwanda’s approach to sports investment has been built on partnerships, noting that the country did not act alone in developing its sports ecosystem and international collaborations.
He said the model is intended to demonstrate what is possible when countries take calculated risks and invest in emerging sectors, adding that results, not persuasion, are what ultimately influence others to follow similar paths.
The remarks came as Kigali hosts the Basketball Africa League (BAL) 2026 playoffs and finals, which tip off today, May 22, and run through May 31, 2026, bringing together teams, fans, and stakeholders from across the continent.
Kagame closed his remarks by stressing collective ambition in development.
“Let’s go up together,” he said.
Leave a Reply