AWARENESS OF THE AFRICAN CONTINENTAL FREE TRADE AREA SOCIO-ECONOMIC BENEFITS AS DRIVERS OF SPORT INDUSTRY STAKEHOLDERS′ EXPECTATIONS IN ZIMBABWE

Abstract

Despite the proliferation of free trade agreements worldwide, few studies have examined how the supposed benefits of the agreements are interpreted, understood, and applied by those operating in the sport industry. In light of the recently operationalized African Continental Free Trade Area (AfCFTA) Agreement and in response to a glaring lack of research into the sport industry’s expectations arising from this Agreement, the present study analysed whether the awareness of the AfCFTA socio-economic benefits can be considered drivers of sports industry stakeholders’ expectations in Zimbabwe. Data analysis deployed descriptive statistical processes with tests for correlation to determine the relationship between the awareness of social and economic benefits of the AfCFTA on the expectations of the sport industry stakeholders. Consequently, the social benefits played a significant relative role when accounting for the stakeholders’ expectations compared to the economic benefits. The study provides insight into how the sport industry in Zimbabwe can take advantage of foreseen or unforeseen developments within its external environment, such as the AfCFTA, whose transversal benefits cut across the sport industry and can address both the country′s and its sport industry's present challenges.