The Fiji Rugby Union is actively working to foster connections with the community, enhance organizational alignment, and provide better service under the guidance of acting CEO Koli Sewabu. In a recent address, Sewabu emphasized the importance of connecting rugby with the people of Fiji, particularly highlighting traditional practices such as the beating of the lali (wooden drum) during home Test matches. This ceremonial act, performed by members of the village of Naqeledamu, Tailevu, symbolizes a cultural connection and aims to revitalize fading traditions.
Sewabu envisions the lali drum as a “call to action,” which he believes can serve as a tool to reconnect the Fijian community with its rugby heritage, acknowledging the past while looking forward to the future. This initiative is part of a broader plan to align Fiji Rugby with national cultural values and engage more deeply with the public, moving away from isolated operations.
He stressed that rugby plays a crucial role in raising awareness across various communities and schools, making it a vital instrument for social connection. The changes being implemented include collaboration with the i-Taukei Affairs and the i-Taukei Land Trust Board to explore revitalizing cultural practices through rugby, emphasizing the importance of unity and heritage in the sport.
This shift comes at a significant time, as Fiji Rugby aims to enhance its visibility and connection with fans and stakeholders. There is a growing hope that these strategic changes will lead to a stronger rugby community in Fiji, potentially reigniting local passion for the sport and inspiring future generations. By nurturing traditional aspects of Fijian culture within rugby, the Union is setting a path for rugby to not only entertain but also foster community ties and pride in heritage.
This renewed approach highlights the potential for rugby in Fiji to serve as a powerful unifying force, bridging cultural gaps and inspiring collective identity among fans and players alike.
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