In an innovative collaboration aimed at intertwining community sports with economic growth, the Fiji Sports Council and the Agricultural Marketing Authority (AMA) have established a partnership focused on grassroots development through rugby 7s and volleyball. This initiative, formalized through a Memorandum of Understanding, is set to take place during the Fiji Sports Council Grassroots Rugby 7s and Volleyball Development Events in 2026.
The partnership intends to foster healthy living, youth empowerment, and rural enterprise. Sports events will double as marketplaces, providing local farmers, vendors, and small business owners with opportunities to showcase their produce and products while simultaneously celebrating local sporting talent. This blend of sports and commerce aims to strengthen community ties and enhance economic opportunities.
Gilbert Vakalalabure, the chief executive of the Fiji Sports Council, emphasized the strategic alignment of sports and agriculture in nation-building. He stated, “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.”
AMA Executive Chair Jone Sovalawa expressed pride in this partnership, emphasizing the lasting positive impact it would have on communities. Sovalawa noted, “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 believe that their collaborative efforts will serve as a catalyst for national development by demonstrating how sport can inspire while agriculture sustains livelihoods, ultimately building stronger, healthier, and more resilient Fijian communities. As seen in previous grassroots events like the Grassroots Fiji Nacula 7s tournament, which successfully brought together local teams and increased community engagement, the potential for sports to improve economic conditions and unify communities is immense.
This initiative highlights not only the importance of sports in cultural and community cohesion but also presents an optimistic outlook for the future of grassroots sports in Fiji, demonstrating how collaborative efforts can lead to meaningful change. By investing in both local sports and agriculture, a stronger, more connected Fijian society is envisioned wherein sports serve as a vehicle for economic empowerment and community development.