Kabras’ Driftwood 7s triumph highlights rugby’s growing impact beyond the pitch

While Kabras celebrated lifting the title, the tournament also provided a platform for entertainment, age-grade development, commercial partnerships, and local businesses, reinforcing the changing nature of rugby events in Kenya.

Driftwood 7s brought together some of the country’s leading rugby clubs, thousands of fans, and commercial partners for a weekend that combined competitive action with music and entertainment.

Speaking to Citizen Digital after the tournament, Driftwood 7s Commercial Director and Listen Media CEO Teddy Ndemo said the 36th edition had been a success, particularly with the addition of new commercial partners.

“The tournament has been successful. Having new partners like TotalEnergies coming on board is a big plus for us. It shows that people are seeing the value in Driftwood 7s and what we are trying to achieve,” Ndemo said.

The involvement of new partners underlined the growing commercial appeal of rugby tournaments, with brands increasingly looking at sporting events as platforms to connect with consumers and communities.

For Ndemo, however, the tournament’s success cannot only be measured through sponsorships or what happens on the rugby field. He believes events such as Driftwood 7s are also contributing to Mombasa’s economy by bringing together visitors and businesses.

“Age-grade rugby and business have played a big role in the growth of Mombasa’s economy. When we bring these tournaments here, we bring players, parents, officials, fans, and businesses together. Hotels, restaurants, transport operators, and other businesses all benefit from the activity around the tournament,” he said.

The tournament’s entertainment offering further broadened its appeal. Kenyan artists Charisma and Ben Sol performed at Mombasa Sports Club, while renowned DJs kept fans entertained throughout the weekend.

That combination helped transform Driftwood 7s into more than a rugby competition. Families, young people, music lovers, and casual sports fans were able to enjoy an experience that brought together sport and entertainment.

The age-grade component also offered young players an opportunity to compete and develop while being exposed to the wider rugby environment.

For Mombasa, the tournament provided another example of how sport can drive activity beyond the stadium, benefiting accommodation providers, restaurants, transport operators, retailers, and other businesses.