CPUT, NWU host first WASM Conference in Africa

The Sport Management Department within the Faculty of Business and Management Sciences, along with the Sport Management Department in the School of Management Sciences at North-West University (NWU), recently hosted the 5th World Association for Sport Management (WASM) Conference.

The WASM 2026 took place at CPUT's Newlands Satellite Campus, located at the Newlands Cricket Grounds. Both institutions are dedicated to pioneering research-informed teaching in Sport Management, passionately embracing technology integration to transform higher education.

The NWU and CPUT are collaborating with industry and academic partners to advance sport management education and practice by hosting WASM 2026. This event aims to connect sports management experts and industry leaders to exchange ideas and foster collaboration. South Africa, a nation passionate about sports, offers excellent infrastructure and a beautiful setting in Cape Town for the conference.

The participation of international experts enriched the local knowledge base, benefiting lecturers, students, and sports organizations. The organisers stated that the WASM legacy would promote innovative solutions to contemporary sport management challenges and facilitate lasting collaborations, ultimately supporting the sustainability of research and practice in the field.

In her opening, Dr Ruth Crabtree, WASM President, noted that they had been working with the Local Organising Committee, led by Head of Department: Sport Management Department Prof Brendon Knott, and Prof Liandi Van Den Berg from NWU, with their “fantastic teams”. “I want to take this moment to thank them for all their hard work, enthusiasm, and the fantastic way they have worked with the Board over the past two years.”

Crabtree continued: “That hard work and commitment have now come to fruition, and I am very excited about the programme of events, academic, social, and cultural, they have planned for the Conference.”

She also stated that it was the first time that the WASM has hosted its conference in Africa, “and the WASM Board is extremely excited about this”. “The one thing that unites all of Africa is sport. You are so enthusiastic and passionate about many sports and the power that holds within your nation.”

Crabtree said this was evident when the former President, Nelson Mandela, stated that sport has the power to change the world. “It has the power to inspire. It has the power to unite people in a way that little else does”. And this week, we will live up to those sentiments and be true to the values of WASM. By networking, meeting new people, sharing new ideas, and learning different ways to view things. To discuss, debate, and work together, we can realise the mission of WASM to facilitate sport management research and teaching and learning excellence worldwide.”

Ricardo Mackenzie, Western Cape Minister of Cultural Affairs and Sport, outlined the ongoing sport programmes and the upcoming sporting events in the province. Mackenzie pledged the provincial government’s commitment to investing in school sports. He also noted the importance of partnerships and collaboration between the government and educational institutions in sport development for young people, as some, unlike others, were not fortunate enough to obtain a qualification in sport management.

Reflecting on the event, Knott said: “It was a world-class international conference, delivered at CPUT’s newest satellite campus at Newlands. We maximised the student involvement in the event through student volunteers and a postgraduate seminar.” Over 200 delegates attended, with more than 50% being from other countries.

The legacy programme, in conjunction with Groote Schuur High School, included a programme of engagement with delegates, selected students, and captains of sport at the school. The Keynote speakers included Annemarie Hill of the Special Olympics and Dr Decius Chipande of the African Union Sports Council. Knot added that hosting the 5th WASM conference provides numerous stimuli for teaching and research in Sport Management. “The influx of international experts within the field contributes to expanding the South African knowledge and research field, impacting lecturers, students, sports organisations, local and provincial sporting organisations, sports events, and educational institutions that engaged with this prestigious international event.

He noted that the South African WASM legacy would enhance innovative and interdisciplinary solutions to challenges in contemporary sport management. “Likewise, postgraduate students and academic staff will enjoy long-lasting international collaborations, aiding the sustainability of sport management research and practice.”

The support of partners such as the Department of Cultural Affairs and Sport, the National Convention Bureau, and the National Research Foundation ensured the conference's success. The next WASM conference will be hosted in Brisbane, Australia in 2028.

Written by Aphiwe Boyce
Email: BoyceAp@cput.ac.za