Experts chart path to Africa’s development through sports

Sports can be used to reshape the African brand by growing national economies, experts have said.   At a monthly roundtable discussion by the Centre for Multidisciplinary Research and Innovation (CEMRI), a non-governmental organisation (NGO), which focused on repositioning the African brand through sports, the experts called on governments, at all levels, to find ways to leverage different aspects of the sector to enhance national development.   The roundtable discussion was hosted by a Senior Lecturer at the University of Greenwich, Dr. Emmanuel Mogaji, with panelists, including founder and CEO of Sports Connect Africa, Cynthia Mumbo; African Schools Programme Manager, Confederation Africaine de Football (CAF), Mukabana Yvonne Namai; the Chief Executive Officer at Alive and Kicking, a social enterprise in Kenya, Sheba Nyaronga; the founder of AthleticsAfrica Foundation, Yomi Omogbeja; a lecturer and programme leader, B.Sc. Sport Management, Bournemouth University, UK, Dr. Manuela Picariello and founder and project leader, The Football Foundation for Africa, Brian Wesaala.

Mumbo, who raised concern about the African brand, asked: “What is the promise that Africa is given to? Who are the different stakeholders interested in the brand that is Africa? When we talk about brand Africa, who exactly is who, who cares about Brand Africa?.”     Namai, speaking in a personal capacity and views not that of CAF, noted that the language of sports is still relevant in Africa and professionalising African sports can positively influence the African brand.   She said that ‘The African’ story is not complete without the strides its sports are making.   On the matter of the African brand, Nyaronga challenged the participants, stating: “Are