21 September 2008
opinion
Kigali — Over the years many sports persons and administrators have worked hard to bring glory to us in their own individual ways but the sum of such restricted effort cannot effectively substitute for a concerted national agenda strengthened by efficient national associations and fortified by the private sector support.
It is now a widely accepted view that one of the factors that have contributed to our low level of performance and attainment in the field of sports is the fact that there has never been a systematic and comprehensive policy and plan for the development of sports in Rwanda.
This has led to a situation where, despite the best efforts of some of our sports persons and sports administrators, we have not been able to make that consequential leap forward to achieve major success.
There is also the urgent need to set up a National Sports Policy that could serve as a vehicle to transport our sports persons and sports administrators on a journey towards improved sporting performance and achievement locally, regionally and internationally.
Our attitude towards sports is based on the recognition of the vital importance of sports in the holistic development of the individual, the community and the nation.
In other parts of the world, the private sector plays a fundamental role in promoting sports unlike here where they [private sector] find it an encumber when approached by people in the sports field with a view to work together.
The private sector ought to realize that investing in sports is a means of harnessing the vast business opportunities therein for the development of not only the country but their businesses as well-actually, it's them who stand to gain most out of any sort of deal.
The privates sector should look at creating a partnership with sports organizations aimed at taking advantage of the opportunities that lie in sports. If you build the best sporting facility and can provide safety and security, it is a huge market for advertising, entertainment and merchandising. So what are you waiting for? Wake up and start harnessing your businesses.
All over the world, private sector organizations provide and manage sports facilities, sports academies, sports consultancies and medical centers while government only provides and monitors policy framework for its development and promotion.
If sports development is to be accelerated and sustained in this country, where majority of its citizens are sports crazy, there is the need to move it from total dependence on government to private sector initiatives.
I am quite certain that private cooperate companies in Rwanda are very much aware of the advantages and disadvantages of associating with the sports development or promotion for that matter but because most of them don't have competitors, they simply don't find a reason for marketing their products and services.
Shame
It's mystifying to find that very few private companies in this country want to be associated with sports development ,this is a big shame given the fact that we're living in a capitalist world, isn't it?
That's why we find that all football clubs are dependant on individuals rather than business companies. No wonder even the national league and the national team don't have any sponsors, leaving them to rely on the football federation and the sports ministry for survival!
Even the big clubs like APR and Rayon Sports depend on individuals yet in the ideal world, the private sector would jump on the opportunity to work closely with these clubs who've got such big followings countrywide.
Well, we're not going to pretend as if the private sector doesn't support sports completely because that would tantamount to not appreciating what some companies like MTN, Bralirwa and a few others have done, but my argument is, that's not enough, we need more and from all the entire private sector not just one or two businesses, after all, the main beneficially will be you the business people not the sports persons and or administrators.
There's an urgent need for the private sector to intervene but again the big onus is for those administering sports to drive this sector knowing that the government and a few individuals cannot do it alone.
Without the private sector playing a prominent role, Rwandan sports will remain stagnant and as long as private businesses continue to ignore the consequence of not marketing themselves, the economy will never grow as well as we may all wish., am afraid.
Shared goals through sport
Sports offers a unique means for [private] companies, non-governmental organisations (NGOs) and governments to form partnerships to meet development objectives in health, gender, youth development, social inclusion, and conflict prevention to mention but just a few.
These partnerships are particularly valuable in countries like ours, where social and political challenges are urgent and where the private sector is looked at to meet sustainable commitments.
Sports can be a socially valuable activity; it can be used to meet international development objectives and the private sector can be a partner in using it to meet international development objectives.
Early in the week, I had a profound chat with one knowledgeable gentleman in as far local sports and the role of the private sector in promoting it is concerned and our discussion left me wondering why, oh why the private businesses in this country is so reluctant to engage themselves in local sports?
In his word, the private sector in Rwanda is still dormant and docile in terms of supporting local sports and he admitted that it's going to take quite a while for them to change their philosophy. Yes, I totally concurred with him.
And for your information, this gentleman has a well-documented say not only in local sports, particularly football but also on important political and socio-economic matters of this country.
So when he agrees [with no strings attached] to share his opinion with me about so many important issues, notably why the private sector [with the exception of MTN to a certain extent] doesn't real care about relating with local sports, I realized that even those in the corridors of power are indeed not contented with the sector's calculated lack of enthusiasm to support local sports but why, oh why?
If you think you have any reason why these people on whom we waste so much of our hard-earned incomes are hell-bent on not supporting our sports and what should be done to make them change their philosophy, you know where to find me.
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