FIJI’S economy relies heavily on tourism, the largest foreign-exchange earner, which boosts the country’s Gross Domestic Product (GDP).
The services sector, finance, retail, and light manufacturing, including garments, food, beverage processing, and wood products, also contribute significantly.
But beyond this, once in the shadows, Sports is now gradually establishing itself in the economic arena.
The Fijian Drua, now breaking down those barriers, now contributes significantly to Fiji’s economy and global image through strategic sports diplomacy.
“The Fijian Drua generates an annual economic contribution of $108 million, accounting for 0.82 per cent of Fiji’s GDP,” said Shane Hussein, the Fijian Drua Head of Commercial and Marketing
“ANZ’s report, led by ANZ Pacific Economist Dr Kishti Sen, confirms this figure based on extensive surveys.
“Combined impact of Fiji Football, Rugby League, and Rugby Union could push total sports-related economic contribution beyond $250 million annually,” he said.
Sports diplomacy boosts Fiji’s international visibility, creating a platform for economic and political engagement, with rugby as a key global icebreaker.
“This economic and diplomatic role cements sports as more than entertainment, positioning it as a strategic national asset.”
Sports serve as a critical thread linking Fiji to global partners and enhancing its international reputation.
Hussein said sports, especially rugby, reach tens of millions of households worldwide, providing Fiji with broad exposure.
“This visibility supports Fiji’s aspirations beyond sports, including tourism and trade,’’ he said.
“The Australian government’s early and ongoing financial support was crucial in establishing the Drua as a professional team, reflecting strong bilateral ties, and this relationship underpins Fiji’s broader diplomatic and economic efforts internationally.”
Fiji’s strong affinity toward Australian businesses stems from long-term Australian investment in community and sports programs.
Historical Australian grants and programs planted the seeds of goodwill that have now translated into significant trade and business ties.
“This trust creates favourable conditions for Australian exports and business partnerships in Fiji,” he added.
“Sports serve as a unique vehicle for sustaining and expanding this bilateral relationship in both marketing and cultural terms.
“Fostering similar partnerships with other countries could replicate these benefits and diversify Fiji’s business networks.”