Zaria Court Opens In Kigali, Unveiling A Scalable Model For Africa's Sports And Creative Economy

Forbes

29-07-2025

Managing Partner of Zaria Group, Andrew Feinstein, speaking at the opening of Zaria Court Supplied/Giants Of Africa
Last night, Kigali celebrated the official unveiling of Zaria Court, a landmark development redefining the city's role as Africa's rising capital of sports, culture, and innovation. Strategically positioned adjacent to the iconic BK Arena and the newly renovated Amahoro Stadium, Zaria Court is more than a mixed-use real estate project, it embodies Rwanda's ambitious vision and serves as a scalable blueprint for African cities aiming to integrate infrastructure with creativity, culture, and community
Zaria Court Kigali is the first physical realisation of Zaria Group's arena ecosystem strategy, co-founded by Masai Ujiri and thoughtfully adapted to Africa's cultural and economic landscape. Purpose-built for the continent's youthful and urban population, the development fuses inclusive public spaces with long-term economic opportunity.
Ahead of the unveiling, Managing Partner Andrew Feinstein spoke to Forbes.com about the $26 million project, backed by Helios Investment Partners through its Helios Sports and Entertainment Fund. He described it as 'a launchpad for Africa's sports and creative economy.'
Masai Ujiri and H.E. President Paul Kagame Unveiling A Plaque At The Opening During The GOA Festival Supplied/Giants Of Africa
Situated between two of Rwanda's most iconic venues, Zaria Court reflects more than architectural ambition; it symbolises the realisation of a bold, long-term vision. 'President Kagame had the foresight to build BK Arena and completely revamp Amahoro Stadium, not just to create a venue but to create a cultural commons,' said Feinstein.
Zaria Court answers that call. It stands as proof of concept for how intentional infrastructure can drive economic, cultural, and creative momentum in Africa's urban centres.
But bringing this vision to life came with significant hurdles. Financing a first-of-its-kind project on the continent meant navigating unfamiliar and often complex terrain. Zaria Group assembled a diverse group of shareholders, including Helios as a primary investor. Additional backing came from domestic partners, most notably debt financing from the Bank of Kigali, a signal of local belief in the long-term viability of the project.
That hybrid investment model, a blend of international trust and local conviction, was key. With Zaria Court Kigali now complete and operational, interest is growing quickly. 'We are fielding lots of calls and inquiries,' Feinstein shared. ''Where's your second one? How can I get involved? How can I invest?' We're actively having those conversations now.'
One of the clearest signs of Zaria Court's impact lies in its employment footprint. The project generated 500 jobs during its construction phase, but its economic contribution didn't end there.
According to Zaria Group, those 500 roles included not only construction workers but also employees across hospitality, events, retail, and site operations. Notably, 90% of those hired were locals, a deliberate move that reflects the company's commitment to empowering the Rwandan workforce.
'We really want to amplify local voices and local leaders with our campus,' said Feinstein. With over 100 employees already working across the hotel and events teams, and more to come through retail activations and cultural programming, Zaria Court is proving itself as a sustainable, job-generating hub. The extended impact also includes suppliers, event technicians, security, cleaners, and production staff, forming an ecosystem with long-term benefits for Rwanda's economy. A New Era of Inclusive Excellence
The Giants of Africa Festival returned to Kigali this summer for a week of music, basketball, ... More culture and fashion, while uniting youth from 20 African nations for a life-changing experience. Supplied/Giants Of Africa
Zaria Court officially opened its doors with the Giants of Africa Festival, a week-long celebration featuring basketball clinics, life-skills workshops, cultural showcases, and performances. But to Feinstein, the event represented much more than a ceremonial launch.
'Hopefully, the Giants of Africa Festival shows how we can take big-stage moments and pair them with grassroots access,' he said. With youth from over 20 African countries participating, the event aligned perfectly with Zaria Court's vision of inclusive excellence.
'We want to prove that being world-class doesn't mean we're exclusive,' Feinstein emphasised. 'Inclusivity is key.'
The festival will activate the entire Zaria Court campus with a blend of culture, sport, and community, a fashion show, an all-star basketball game featuring youth participants, and a slate of creative activations infused with local flavour. It marked the beginning of Zaria Court's role as a place where Kigali's culture is not just displayed but cultivated.
But Feinstein is clear that the real value will be demonstrated over time: 'Sustained venue bookings, repeat business, and local foot traffic, those are the indicators that this model works, not just in Kigali, but across Africa.'
Working closely with the Rwanda Development Board, Zaria Group aligned the development with a broader national mandate to expand local entertainment and cultural options. While Rwanda is internationally recognised as a convention and eco-tourism destination, Feinstein believes there is room to grow: 'We still want more things for people to do when they're in Kigali.'
Repeat engagement, he argues, is essential. 'We don't want people just to visit, we want them to return. That's how we deliver real value to Rwanda.' A Scalable Model Across Africa
Zaria Court is positioned next to the iconic BK Arena and the newly renovated Amahoro Stadium Supplied/Giants Of Africa
Zaria Court Kigali may be the first, but it won't be the last. Zaria Group plans to expand into major urban centres across Africa, aiming to have five flagship Zaria Court sites open or in development by 2030. But this isn't a volume play, it's a mission-driven expansion rooted in authenticity and local resonance.
'There are some major markets in Africa that, if you want to grow your brand, you have to look at,' Feinstein said, pointing to Lagos, Abidjan, Nairobi, Johannesburg, Cape Town, Accra, and Dakar. 'Should we be so fortunate? All the above.'
But the model is not a template to be blindly replicated. 'We're honing in on what it really takes to be a Zaria Court,' Feinstein explained. 'You need a place to play sports, a place to stay, a place to convene, some sort of event space, a sports bar, and a retail footprint that supports local entrepreneurs.'
The site must also have a story. 'Ideally, any site we tackle has cultural resonance and history,' he said. 'It's not just about geography, it's about identity.'
That philosophy is evident in Kigali. The Zaria Court campus repurposes a major modernist structure that once housed the UN during the Rwandan genocide, a gesture of remembrance and rebirth.
This focus on legacy and cultural grounding is what Feinstein believes makes Zaria Court relevant and replicable across Africa. 'It's not a cookie-cutter model. It's a blueprint that breathes.' A Public-Private Success Story
H.E President Paul Kagame and Masai Ujiri During The Opening Of Zaria Court In Kigali, Rwanda Supplied/ Giants Of Africa
Key to Zaria Court's execution was Rwanda's government, which Feinstein described as 'being firmly in the 'yes' business.' He contrasted that approach with some of his experiences in other markets, particularly in the U.S., where development can be delayed by bureaucracy and red tape.
'For any businessperson trying to create something, you want to work with partners who are enablers, not blockers,' he said. 'In Rwanda, the government is a real partner in development.'
That alignment between public and private sectors helped accelerate the process, from planning and permitting to financing and implementation. Feinstein emphasised that Zaria Group is not here for short-term gains. 'We're not here to extract value. We're long-term stakeholders, long-term investors, and long-term partners.'
The company is also committed to regenerating existing infrastructure. 'We believe in revitalising old sports complexes, underutilised land, and disused urban assets. Zaria Court is proof that these spaces can become engines of growth.'
This collaboration between government, investors, and local communities offers a new model for how large-scale developments can unlock opportunity across the continent. Weathering the Storm: Building Through Crisis
Launching Zaria Court was not without setbacks. The initial planning began during the COVID-19 pandemic, and while global economies were still reeling, construction costs surged, interest rates climbed, and supply chains collapsed. Currency fluctuations added further stress.
'We encountered all the big ones,' Feinstein said. 'But you fight for your projects. You don't fight with your projects.'
Aliko Dangote, in attendance at the opening of Zaria Court Supplied/ Giants Of Africa
That mindset of resilience and flexibility became a guiding principle. The Bank of Kigali worked with the team to restructure debt when necessary, and Zaria Group's African shareholder base, many of whom had weathered economic turbulence before, stood by the project. Transparent communication helped maintain alignment through uncertainty.
'It's actually good to build when it's tough,' said Feinstein. 'Because usually you're opening when things are better.'
That perseverance, he added, laid the groundwork for long-term impact. A Legacy That Lives Beyond the Venue
Zaria Court's infrastructure may be world-class, but Feinstein is more focused on what it enables. 'I hope that in five to ten years, there will be five more Zaria Courts across Africa,' he shared. 'But more importantly, I hope Zaria Court is the place where future leaders get their first job, take their first shot, perform on their first stage, or incubate their first business.'
It's a powerful reimagining of what infrastructure can do, not just in terms of economic output, but in how it shapes identity, opportunity, and aspiration. Zaria Court aims to be a place where possibility is realised and talent is nurtured, a true launchpad.
For Kigali, this is just the beginning. But if Zaria Group's vision holds, this model could help define how Africa builds, not only its infrastructure, but its future.