In a groundbreaking collaboration designed to integrate community sports with economic growth, the Fiji Sports Council and the Agricultural Marketing Authority (AMA) have formed a partnership aimed at promoting grassroots development through rugby 7s and volleyball. This initiative was solidified through a Memorandum of Understanding and is scheduled to take place during the Fiji Sports Council Grassroots Rugby 7s and Volleyball Development Events in 2026.
The partnership is focused on enhancing healthy living, empowering youth, and boosting rural enterprises. Planned sports events will also act as vibrant marketplaces, enabling local farmers, vendors, and small business owners to promote their products while simultaneously showcasing local athletic talent. This innovative merging of sports and commerce is expected to strengthen community bonds and create new economic pathways.
Gilbert Vakalalabure, the CEO of the Fiji Sports Council, highlighted the strategic connection between sports and agriculture as vital for nation-building. He remarked, “This collaboration brings together two strong pillars of national identity—sports and agriculture. Both play a crucial role in empowering youth and promoting sustainable living.”
Jone Sovalawa, the Executive Chair of AMA, expressed pride in this partnership and its anticipated positive effects on communities. He stated, “The AMA is proud to partner with the Fiji Sports Council in an initiative that supports farmers, vendors, and small business owners while promoting unity and national pride.”
Both organizations are optimistic that their joint efforts will act as a catalyst for national development, showcasing how sports can inspire communities while agriculture provides necessary sustenance. Historical events like the Grassroots Fiji Nacula 7s tournament have already demonstrated the potential of sports to enhance economic conditions and unite communities.
This initiative underscores the critical role of sports in fostering cultural and community cohesion while offering a hopeful vision for the future of grassroots sports in Fiji. By investing in local sports and agriculture, the partnership aims to create a more connected Fijian society where sports serve as a powerful force for economic empowerment and community enhancement. The focus on collaboration suggests a promising avenue for achieving meaningful advancements in both the economic and social spheres of Fiji.