This September 2025, Kigali will become the hub of a new movement that seeks to reshape how Africa thinks about sport and entrepreneurship. From 15 to 20 September, the Rwandan capital will host the very first PASS’SPORT seminar on Sport and Entrepreneurship, a pioneering step that aims to turn passion for sport into jobs, innovation and inclusive growth across the continent.
The initiative is not just another conference. It is a deliberate effort to give structure and support to a sector that has long held untapped potential in Africa. Sport has always been part of Africa’s identity but for many young people it has only been seen as a path to compete, play or watch. The PASS’SPORT seminar is working to change this narrative by highlighting how sport can also be a foundation for entrepreneurship, job creation and social impact.
The seminar is co-developed by Sport Impact, Fondation Université Paris Nanterre (FUPN) and Trace Academia, with the support of Agence Française de Développement (AFD) and its training arm Campus AFD. Together, these partners have built a programme that blends learning, peer exchange and practical application. It is designed to give changemakers the skills and networks they need to scale up projects that use sport as a tool for development.
Applications for the Kigali session attracted a wave of interest from across the continent. The programme was open to African citizens residing on the continent who are entrepreneurs or managers of sport-related projects that have been active for at least two years. The selection process also looked for leaders who are fully committed to attending the seminar and who can engage in English, the working language of the session. Women were strongly encouraged to apply, signaling the rising role of women in Africa’s sport and entrepreneurship space.
The seminar will be held at Zaria Court in Kigali and will bring together participants who are already proving that sport can be a powerful tool for inclusion and transformation. The chosen entrepreneurs and project leaders represent diverse initiatives that use sport to transform communities, create jobs and open opportunities for young people who often face limited prospects. For them, PASS’SPORT is not only a training ground but also a platform to share experiences, learn from peers and showcase the social and economic potential of sport.
One of the most striking aspects of this initiative is its focus on real-world application. Unlike many programmes that remain theoretical, PASS’SPORT is designed to be practical. Participants will not only attend sessions but also engage in exercises and discussions that challenge them to refine their business models, scale their impact and think about sport as a sustainable enterprise. By fostering an environment of collaboration and innovation, the seminar hopes to spark ideas that can ripple across the continent.
Africa’s youthful population makes this approach timely. With millions of young people entering the workforce every year, there is an urgent need to create jobs and opportunities that go beyond traditional sectors. Sport offers a unique advantage because it is already deeply woven into African culture and has the ability to unite communities. When paired with entrepreneurship, it can unlock pathways that combine passion with sustainability.
The organisers of PASS’SPORT see this first seminar in Kigali as the beginning of a wider movement. By empowering a select group of changemakers, the initiative aims to create a ripple effect that extends well beyond Rwanda. The hope is that participants will return to their countries with not only stronger skills but also with the confidence and networks to scale up their projects and inspire others.
The seminar’s theme of “Sport and Entrepreneurship” reflects a growing recognition that Africa’s future lies in bold, innovative solutions that connect economic growth with social progress. Sport is more than a game, it is an industry with the power to drive inclusion, empower youth and generate sustainable livelihoods. By gathering entrepreneurs who are already proving this in their communities, PASS’SPORT is shining a light on a sector that could very well be Africa’s next entrepreneurial frontier.
As Kigali prepares to welcome the participants, the message is clear. Sport is not just about competition, it is about possibility. It is about giving young people a chance to turn their energy and creativity into meaningful work. It is about creating businesses that thrive while bringing people together. And it is about proving that Africa has the talent and determination to build its future from its own strengths.
With PASS’SPORT, the continent is taking a bold step in this direction. The week-long seminar in Kigali is more than an event, it is the beginning of a new chapter in how sport can be used to shape Africa’s entrepreneurial story.
