The Safari 7s, a once-premier event in Kenya’s rugby calendar, has lost some of its former shine. Known for filling iconic venues such as the Moi International Sports Centre, Kasarani, and Nyayo National Stadium in Nairobi, it has long been a magnet for fans, delivering thrilling rugby and uniting the sport-loving nation. However, the 2024 edition, held for the first time in Machakos County at Kenyatta Stadium, presented a far less vibrant picture, raising concerns about the tournament’s current direction and future relevance.
Changing Venue, Changing Fortunes
This year’s move from the traditional Nairobi venues to Machakos sparked mixed reactions. On the one hand, organizers likely hoped that relocating the tournament would promote rugby’s growth in other regions of Kenya. The idea seemed rooted in decentralization: to connect with fans outside the capital and foster regional enthusiasm for the sport. However, the shift did not translate into the anticipated buzz or attendance, as fans and pundits questioned the timing and execution of this change.
For many loyal followers, the allure of the Safari 7s was deeply tied to Nairobi’s accessibility and vibrant sports culture. Rugby enthusiasts are accustomed to the festive atmosphere that events at Kasarani or Nyayo create, drawing crowds from all corners of the city and beyond. Moving the event away from this familiar environment may have alienated some fans, especially those who associate the tournament with these iconic stadiums.
Attendance Struggles in Machakos
From the opening day, the tournament faced challenges. Despite the quality of rugby on display, the stands remained conspicuously empty throughout the weekend. The expected influx of spectators never materialized, leaving the stadium looking far from full. As the tournament progressed, organizers attempted to mitigate the situation by offering free entry to university students, hoping to fill some of the vacant seats. However, even this strategy fell short of producing the vibrant crowds that once defined the event.
The choice to move the tournament also seems to have clashed with the rugby season’s rhythm. Safari 7s is traditionally positioned as a warm-up event for global competitions, with fans eagerly following it as part of the sport’s buildup. However, rugby’s global 7s calendar thrives in the summer months, particularly from May to August, which left many questioning the decision to host the tournament outside this period. Aligning the event with a more optimal window might have generated more excitement and drawn larger crowds.
Ticket Prices and Economic Challenges
Another significant factor contributing to the low attendance was the pricing of tickets. In previous years, affordable entry fees made the Safari 7s accessible to fans from various economic backgrounds. This inclusiveness created a unique atmosphere, with families, students, and ardent supporters filling the stands to cheer their teams. However, the 2024 edition saw ticket prices set at Ksh 500 for regular entry and Ksh 1,000 for VIP access—amounts that felt out of reach for many, given the country’s current economic challenges.
In a tough economic climate, fans were left questioning whether the experience justified the cost. For some, the steep prices not only dampened enthusiasm but also created a sense that the event was becoming exclusive, in contrast to its traditionally inclusive nature. Many fans suggested that more affordable pricing, perhaps around Ksh 300, could have made the event more attractive. Promotions or group discounts might also have encouraged more people to attend.
A Tournament Overshadowed by Logistics
The logistical issues surrounding the event only compounded its struggles. Marketing efforts appeared insufficient, with many fans unaware of the tournament’s new location and schedule. Effective promotion might have generated greater interest and helped the event adapt to its new environment, but the apparent lack of aggressive marketing left many potential attendees uninformed or disinterested. Organizers could have explored creative avenues, such as social media campaigns, to build anticipation.
Transportation challenges also made attending the tournament less convenient. For fans used to Nairobi’s central venues, the additional travel to Machakos added another layer of complexity. With fewer transport options and additional costs involved, some supporters likely opted to stay home rather than make the trip.
Shujaa’s Triumph Amid Subdued Atmosphere
On the pitch, the tournament retained its high level of competition, with Kenya’s national sevens team, Shujaa, delivering another stellar performance. They secured their third consecutive Safari 7s title with a hard-fought 12-0 victory over Shogun Rugby. This win marked a notable achievement for Shujaa, as it completed a treble of victories against the same opponents, previously known as Samurai. The team’s dominance echoed their earlier successes from 2008 to 2010, when they similarly achieved three back-to-back titles.
However, the subdued atmosphere in the stands tempered the excitement of Shujaa’s triumph. The usually electrifying energy that accompanies Kenyan rugby victories was noticeably absent, and the passionate cheers that once echoed across Nairobi stadiums were replaced by a quieter, more restrained crowd. Despite the team’s on-field success, the muted ambiance cast a shadow over what should have been a celebratory moment.
Women’s and Youth Competitions Highlight Talent
The women’s category featured a competitive showdown between Spain’s Costa Blanca Barbarians and Kenya’s Lionesses. The Barbarians emerged victorious with a 24-10 win, showcasing the growing talent and competitiveness within women’s rugby. In the youth segment, Kinale Girls High School stole the spotlight by clinching the title in the under-18 girls’ category, further underlining the importance of nurturing grassroots rugby in Kenya.
While the quality of rugby at the Safari 7s remains strong, the event’s future as a marquee tournament hinges on more than just athletic performance. Fan engagement, accessibility, and strategic planning are equally critical to sustaining the event’s relevance.
Lessons for the Future
The challenges faced by the 2024 Safari 7s highlight the need for a reevaluation of the tournament’s direction. Organizers must consider whether decentralization is the best approach or if the event should return to its roots in Nairobi, where it has historically enjoyed robust support. If expanding to other regions remains part of the strategy, better planning and more effective communication with fans will be essential.
Adjusting ticket prices to reflect current economic realities and implementing targeted promotions could help attract larger crowds in the future. Additionally, aligning the tournament with the global rugby calendar would ensure that it maintains its relevance as a warm-up event for major competitions.
Marketing and logistical planning also require significant improvements. Transport arrangements, accommodation options, and clear communication about venue changes are critical to ensuring that fans feel motivated and supported in attending.
Ultimately, the Safari 7s remains an important part of Kenya’s sporting identity. With thoughtful adjustments and renewed efforts to engage the rugby community, the tournament can regain its former glory and continue to inspire future generations of players and fans.
Conclusion
The 2024 edition of the Safari 7s offered a sobering reflection on the challenges facing the tournament. While the quality of rugby remains undeniable, dwindling attendance and logistical missteps threaten its status as a premier event. As Kenya Rugby Union and other stakeholders consider the way forward, a focus on accessibility, fan engagement, and strategic planning will be crucial. With the right adjustments, the Safari 7s has the potential to reclaim its position as a beloved fixture in the rugby world, uniting fans and celebrating the sport’s spirit in the years to come.
