The local rugby scene is in the final preparation stage ahead of the 2026 National Sevens Circuit, which kicks off with the Prinsloo 7s on 25th and 26th of July. The Circuit will culminate with the final leg on 12th and 13th September, where fans will witness the overall winner lift the trophy.
Away from the pitch, rugby has played a key role in bringing a lot of economic value to the towns and Cities that host the Sevens Circuit.
We reached out to some familiar faces within the rugby realm to get a glimpse of how rugby has built their organizations, in Nairobi, we spoke to Matthew, a Director at Agulu Lounge, a fan favourite stop whenever the #Kabeberi7s or #Christie7s is hosted at the RFUEA grounds.
Rugby match days have become a critical revenue driver for Agulu Lounge and Agulu Foods. We consistently experience a 3 to 5 times increase in sales volume on days when major rugby fixtures take place. This translates to a significant uplift in our turnover, as the rugby fraternity forms a substantial portion of our customer base, particularly in the middle-class segment we serve. Beyond the direct sales increase, these high-volume days allow us to optimize our kitchen capacity and equipment utilization, demonstrating the operational scalability of our business model. Rugby match days have proven to be among our most profitable trading days, showcasing the strategic importance of this customer segment to our overall financial performance. – Matthew.
In addition to the sales increase, rugby matches have also played a big role in job creation. In order for Agulu to remain effective and tend to every customer, more people need to be hired on these match days.
To meet the surge in demand during rugby weekends, we strategically bring on an additional 4-6 temporary staff members, increasing our workforce from 10 to 14-16 employees. This includes additional chefs to manage food preparation volume, extra cashiers and stewards to handle customer flow, and additional waitstaff to ensure service quality. This flexible staffing model not only enables us to deliver exceptional service during peak periods but also creates temporary employment opportunities within the local community. These rugby weekend positions serve as entry points for young people seeking work experience in the hospitality sector, contributing to our broader commitment to job creation and skills development. Our ability to scale operations dynamically demonstrates both our operational resilience and our role as a job creator during high-demand periods, he added.
Away from the capital, we crossed over to the Lakeside where we spoke to Leonard Kakwacha, the face behind Kakwacha Foods.
Watu wa sherehe tunajua mmepitia hapo, but, I digress. Leonard has been a familiar face in the Western region, Dala7s, Ingo7s and even during the unforgettable Tisap7s. He told us that these tournaments give him the perfect platform to market his business.
‘Customers get to see my staff and I at work and that makes them trust our food. That’s why they keep coming to our section as early as 9:00am.’
He also added that during these tournaments, there’s an increase in the number of customers who show up at his shop, which in turn brings him more sales.
Fan favourite, Mchezo Wa Meno, as energetic as ever, told us that the rugby matches have helped his life. He is a man who travels across the country to ensure the fans get a dose of dawa and he shows up almost if not all the six legs of the circuit.
‘Rugby inanisaidia sana, faida Napata baada ya weekend moja inaweza niskuma wiki mbili. Hadi sasa niko na kijana ambaye nimempa kazi ananisaidia sana tukikuja kuona rugby. Kwa kweli, mafans wanapenda Mchezo Wa Meno’. He finished off with his signature statement. ‘WAPE DAWAAA!!’
The other side of hospitality that benefits from rugby events is the Hotel sector. There’s an increase in hotel bookings in Nakuru during Prinsloo, in Kisumu during Dala, in Mombasa during Driftwood7s, in Embu and lastly in Nairobi during Kabeberi and Christie7s. When teams travel outside their hometown, Team Managers and Club Officials are tasked with securing accommodation for their teams during each weekend.
The movement from one town to another boosts the local economy as the money stays within the borders. We know all too well some people will visit Dunga beach when they travel for Dala7s to enjoy the boat rides on Lake Victoria, the scenic sunset views, and of course, the fish!
Similarly, fans will accompany their teams to the Driftwood7s, and during that weekend, they enjoy the Coastal Cuisine as well as visits to the beach or even exploring the Mombasa Old Town. We spoke to the Mombasa Sports Club Manager, Joseph Githui, he gave us some of the immediate and long-term financial benefits of having Driftwood7s.
‘The immediate benefits to MSC are increased sales before, during and after matches, with many patrons remaining at the Club house for several hours. We prepare meal packages for some of the tournament Sponsors, teams and officials’ before or after the tournament and this has helped in boosting the sales. There’s increased brand recognition of the Club through event publicity, social media posts, photographs and media coverage and in the hospitality sector, we receive a high number of accommodation bookings during the tournament.’
Exposure of the Club to hundreds of visitors, many of whom may not have visited MSC previously, prospective members experience the Club atmosphere and facilities first-hand, and this can help to give the final convincing push to take up membership.
This was one of the long-term benefits together with increased awareness among corporate organizations looking for venues for future events.
‘Successful events showcase the Club’s capacity to host large-scale events, enhancing its reputation as a preferred venue and this strengthens relationships with sponsors and corporate partners.’ Joseph concluded.
So as you travel to support your team throughout the circuit, ensure you support one or two local vendors per tournament, and by doing so, you will be bringing value off the pitch as the players bring it on the pitch.
