Sports Leadership workshop focuses on development of sector to suit modern trends

Charles Bakabulindi and Kiryowa Kiwanuka

Sports across the world has become a viable venture that no longer ends at competition among the participants and players or athletes but has grown to become a money generating sector.

According to Ernst & Young report about the English Premier League in the 2016/17 season, English football’s top flight supported close to 100,000 jobs and contributed £7.6bn to the United Kingdom’s economy.

With such figures, it is evident enough to quantify how sports has become a key contributor to the economy.

According to Adella Agaba Nyaruhuma, there is a need to explore the latest trends in international sports, potential revenue streams and brand positioning.

“This is a great opportunity for sports stakeholders to learn, share experience as well as pass on the knowledge to other sports organizations. We believe there is a lot of potential to take sports in the country to a better level and that can only be done through learning what should be done. It is why we have organized this two-day workshop.”

The workshop will have facilitators tackle the key aspects of sports marketing such as brand visibility, how sports teams or organisations can create better brands, brand rights and fans engagement among others.

Representatives from a number of sports federations such as football, rugby, futsal, handball, boxing, pool among others are expected to attend.

Sports regulators such as National Council of Sports, government institutions, marketing firms and the media are also expected to attend.

This is the second time that such a workshop is being hosted with the first coming two years ago and Nyaruhuma believes it was a success.

“The first workshop was a success because so many issues were discussed back then and have partly been instrumental in helping the sports sector grow. I, therefore, believe the second edition will bear more fruits.”

Just last week, the government increased funding towards the sports sector from 17 to 26 billion shillings in the 2019/20 financial year.

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