The Safari Sevens rugby tournament has long been a pillar in Kenya’s sporting calendar, and the 2024 edition promises to be even more spectacular. Announced with great anticipation, Kenya Breweries Limited (KBL) and the Kenya Rugby Union (KRU) have revealed a Ksh. 22 million sponsorship for the 2024 Safari Sevens Rugby Tournament. This significant financial commitment reaffirms KBL’s and Tusker’s ongoing support for rugby in Kenya, a partnership that spans decades and has proven instrumental in the sport’s development.
The sponsorship announcement comes at a crucial time as rugby continues to gain traction both locally and internationally. The event is set to take place from the 11th to the 13th of October 2024 and will mark the 29th edition of the tournament. While the competition itself is renowned for attracting top-tier talent from all over the world, this year’s edition will stand out for one major reason: for the first time in history, the Safari Sevens will be held outside Nairobi. This bold new step sees the tournament relocating to the Machakos Stadium, a decision aimed at showcasing Kenya’s rich natural beauty and diverse tourist attractions.
A New Era for Safari Sevens in Machakos
The decision to host the Safari Sevens in Machakos is a reflection of a broader vision for the tournament and for Kenyan sports in general. Traditionally held in Nairobi, the shift to Machakos not only brings rugby to a new audience but also underscores the Kenyan government’s ongoing efforts to decentralize major sporting events from the capital. Kenya Rugby Union Commercial Director Harriet Okatch underscored this point during the sponsorship announcement, stating that the tournament is more than just a sporting event—it’s an opportunity to present Kenya as a world-class tourist destination.
“Hosting the Safari Sevens in Machakos this year is strategic. It’s an exciting opportunity for us to showcase Kenya, not just as a sporting nation but as an attractive top-notch tourist destination,” Okatch said. Machakos, with its scenic landscapes and proximity to Nairobi, offers a new venue with the potential to capture the essence of Kenya’s picturesque charm. The decision aligns with the nation’s wider goals of promoting tourism by integrating cultural and sporting experiences.
Machakos is well-known for its rolling hills, expansive plains, and as a gateway to Kenya’s more remote and untouched locations. By choosing this venue, the organizers aim to offer an experience that goes beyond rugby, encouraging local and international visitors to explore Kenya’s natural beauty. The Machakos Stadium, though smaller than Nairobi’s Nyayo National Stadium or Moi International Sports Centre Kasarani, is expected to offer an intimate, fan-friendly atmosphere.
A Partnership for Growth: KBL’s Continued Support
Kenya Breweries Limited and the Kenya Rugby Union have maintained a close relationship over the years, and this Ksh. 22 million sponsorship reinforces that bond. Rugby in Kenya has seen substantial growth, and much of that progress can be credited to long-term, reliable partnerships with corporate sponsors like KBL. KRU Vice Chairman Moses Ndale, speaking at the sponsorship event held at KBL’s headquarters in Ruaraka, highlighted the importance of this collaboration.
“Our partnership with KBL and Tusker has been a critical cog for the game’s continued growth over the years,” said Ndale. “Their support has allowed us to develop rugby at all levels, from grassroots to elite competition, and we are excited to see where this continued partnership will take us.”
The KBL sponsorship will provide funding for various aspects of the tournament, from logistical operations to marketing and promotions, ensuring that the Safari Sevens continues to attract top talent and a growing fanbase. KBL Managing Director Mark Ocitti reiterated the company’s enthusiasm for rugby, noting that the relationship between KBL, Tusker, and KRU has been “mutually beneficial.”
“We are passionate about supporting Kenyan rugby, and the Safari Sevens has become a flagship event for us. We are committed to ensuring that this tournament continues to thrive and grow, both in terms of the quality of competition and its ability to showcase Kenya as a premier rugby nation,” Ocitti added.
The International Stage: Teams to Watch
The Safari Sevens has long been a draw for top teams from around the globe, and the 2024 edition promises to uphold that reputation. Among the teams confirmed for this year’s competition are Qatar, Zimbabwe, Uganda, and the United Kingdom, all of which are expected to bring high-caliber talent to the field. The Safari Sevens provides a platform for both local and international teams to compete at a high level, often serving as a stepping stone to more prestigious tournaments like the HSBC Sevens Series.
While the international lineup is impressive, all eyes will be on Kenya’s very own Shujaa, the national rugby sevens team. With a history of dominance at the Safari Sevens, Kenya Shujaa has won the tournament a record ten times. Buoyed by recent success in the 2024 sevens circuit, Shujaa will be looking to add to their tally of overall wins in front of a home crowd. Head coach Kevin Wambua has expressed confidence in the team’s preparations, citing a robust squad capable of delivering strong performances throughout the tournament.
Kenya Shujaa’s success at the Safari Sevens is not only a matter of national pride but also a testament to the development of rugby in Kenya. The team has consistently performed well on the international stage, earning respect and admiration from the global rugby community. This year, the home advantage could provide the extra boost they need to secure another victory.
Rugby’s Growth in Kenya
Rugby in Kenya has experienced a surge in popularity in recent years, partly thanks to the consistent performances of the national teams and the support from both corporate sponsors and the government. Kenya has become a force to be reckoned with in the world of rugby sevens, regularly competing against some of the best teams in the world in tournaments such as the HSBC World Sevens Series and the Rugby World Cup Sevens.
The Safari Sevens plays a critical role in the sport’s development within the country. The tournament provides an opportunity for local players to compete against international talent, offering invaluable experience that can be transferred to other competitions. Moreover, the event serves as a platform to inspire the next generation of rugby players in Kenya. With more young athletes taking up the sport, Kenya’s rugby future looks bright.
Kenya Rugby Union has also invested heavily in grassroots programs designed to nurture talent from a young age. Initiatives like these have allowed the country to continuously produce top-tier athletes who can compete at the highest levels of rugby. With continued support from sponsors like KBL and Tusker, rugby is poised to keep growing in Kenya, potentially expanding into areas where the sport has traditionally had less reach.
Looking Ahead to the 2024 Safari Sevens
As the 2024 Safari Sevens draws near, excitement is building both in Kenya and internationally. The tournament’s relocation to Machakos adds a fresh dynamic, offering a unique experience for players, fans, and tourists alike. With top teams confirmed and Kenya Shujaa looking to defend their home turf, the stage is set for a thrilling competition.
The partnership between KBL and KRU, exemplified by the Ksh. 22 million sponsorship, highlights the crucial role that corporate support plays in developing sports in Kenya. With this financial backing, the Safari Sevens is poised to deliver yet another unforgettable event, one that will not only celebrate rugby but also promote Kenya’s culture, tourism, and natural beauty to a global audience.
As the 2024 tournament approaches, fans can look forward to three days of high-octane rugby, cultural exchange, and the opportunity to witness the very best that Kenya has to offer both on and off the field. The Safari Sevens is more than just a sporting event; it is a showcase of Kenya’s potential as a sporting powerhouse and a world-class tourist destination.
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