Safari 7s falls flat in Machakos as attendance dwindles despite Shujaa's triumph

The Safari 7s, once the crown jewel of Kenya’s rugby scene, has seen a sharp decline from its former glory.

Known for drawing huge crowds to the Moi International Sports Centre, Kasarani, and Nyayo National Stadium in Nairobi, it was a must-watch event that united the rugby-loving nation. However, the just-concluded 2024 edition presented a starkly different picture.

For the first time, the tournament was held in Machakos County and the excitement that once packed stadiums was notably absent.

The decision to move the event from the national capital to Kenyatta Stadium in Machakos drew mixed reactions from rugby fans and pundits. Some saw it as an effort to bring the sport closer to fans in other regions, while others questioned the timing and strategy behind the move.

"Almost empty stands at the 2024 #Safari7s. It would have made more sense to grow the event in Nairobi first before taking it to Machakos to 'grow the game.' Forget about it being a warm-up for the Series—Europe loves 7s in summer, from May to August. Change the dates," commented X user Koyokoyo.

Former Kenya 7s star Denis Ombachi echoed the sentiment: "Taking #Safari7s to Machakos was a wrong idea. Good intentions but bad timing. When things get tough, you go back home where you’re loved to regroup. It’s not looking good in the stands, despite some good rugby being played," he said on X.

The turnout was indeed disappointing. From Friday through Saturday, the stands remained largely empty; a stark contrast to the roaring crowds that once defined Safari 7s. By Sunday, organizers resorted to allowing university students free entry in a bid to fill the seats. Despite this effort, the stadium was far from full; highlighting the tournament’s declining appeal.

One of the main issues raised by fans was the high ticket prices, particularly given the tough economic times. Regular tickets were priced at Ksh 500, while VIP tickets cost Ksh 1,000—fees many fans deemed unreasonable for an event that traditionally catered to a broad audience.

In previous years, affordable ticket prices helped create a vibrant atmosphere, with fans from all walks of life coming together to support their teams.

"The ticket prices are too high in this economy. The union could have opted for more pocket-friendly rates, like Ksh 300, and focused on proper marketing," said a fan named Athman in a post-tournament interview with Citizen Digital.

Many suggested that lowering the ticket prices or offering promotions, alongside better marketing by the Kenya Rugby Union, might have drawn larger crowds and reignited the excitement that once surrounded the tournament.

Despite the underwhelming attendance, the Kenyan national sevens team, Shujaa, continued to excel on the field. They clinched their third consecutive Safari 7s title with a hard-fought 12-0 win over Shogun Rugby, replicating their 2023 victory against the same team, formerly known as Samurai, with a 19-0 scoreline. This treble marked Shujaa's first three-peat since their consecutive wins from 2008 to 2010.

However, Shujaa's success was overshadowed by the subdued atmosphere. The passionate cheers and chants that once echoed through Nairobi were replaced by a quieter crowd, making the tournament feel like a shadow of its former self.

In the women’s category, Spain’s Costa Blanca Barbarians were crowned the 2024 Safari 7s champions after a 24-10 victory over Kenya’s Lionesses. Meanwhile, Kinale Girls High School triumphed in the under-18 girls’ category.

While the quality of rugby remains high, the future of Safari 7s as a marquee event hangs in the balance, as organizers grapple with dwindling fan engagement and logistical challenges.