Fiji’s sports sector is increasingly being recognised as a meaningful economic contributor rather than solely a social or cultural asset, with estimates released in early 2026 indicating annual economic activity of around FJD 250 million.
While rugby has long been central to national identity, recent developments demonstrate its commercial traction. The Fijian Drua, Fiji’s professional rugby franchise in Super Rugby Pacific, has been a notable driver of economic activity. In 2025, the Drua hosted several home fixtures in Suva and Lautoka that attracted large crowds, generating significant revenue from ticket sales, hospitality, local transport and associated spending in retail and accommodation.
These home games proved commercially important. Beyond gate receipts, local hotels reported strong occupancy during match weekends, restaurants and bars saw elevated patronage, and transport services experienced higher demand — outcomes that contributed directly to VAT collection and earnings for small businesses. In one high-profile Drua home fixture, hospitality packages, merchandise sales and sponsorship activations injected hundreds of thousands of dollars into the local economy over a single weekend.
Officials point out that externally broadcast rugby matches also bring value through media rights and promotional exposure. International fixtures involving Fijian teams or hosted tournaments draw viewers across the Pacific, enhancing Fiji’s visibility as a destination and generating advertising revenue.
Policymakers and industry observers highlight that beyond rugby, expansions in netball, football and community sports festivals are creating new economic spillovers. By linking sporting events with tourism marketing, youth employment pathways and regional competitions, authorities are encouraging more consistent visitor flows rather than seasonal peaks.
Private investment is following this shift, with increased interest in training facilities, sports tourism packages and event management services. Financial institutions too are engaging with sports-related enterprises where commercial models are clear.
As Fiji enters 2026, sport’s contribution to employment, business income and international engagement is gaining clearer recognition, reinforcing its role in the national economic strategy.
