The North-West University (NWU) recently took centre stage as co-host of the 5th World Association for Sport Management (WASM) Conference, held from 3-6 March 2026 at the Newlands Cricket Ground in Cape Town.

Hosted in partnership with the Cape Peninsula University of Technology (CPUT), this landmark event marked the first WASM Conference ever held on African soil.

At the heart of NWU’s leadership at the conference was Prof. Liandi van den Berg, a driving force behind the university’s strategic vision in sport management. Working alongside Prof. Brendon Knott, head of CPUT’s Sport Management Department, Prof. Van den Berg and her team ensured that the NWU’s role as host showcased the university’s excellence in research, teaching, and innovation within the sport management field.

"Bringing WASM to Africa is a milestone not just for the NWU, but for the continent. This conference provides a unique platform for our scholars and students to engage with global leaders, share insights, and contribute South African perspectives to the world of sport management," said Prof. Van den Berg.

Under the theme “Global visions, local actions: Innovation and sustainability in sport management”, the conference featured an intensive programme of keynote addresses, academic panels, workshops, and networking opportunities, all designed to foster international collaborations.

Prof. Van den Berg’s leadership was evident in every aspect of the conference – from the meticulous planning of the academic programme, to the integration of cultural and social events that highlighted the vibrancy of Cape Town.

Dr Ruth Crabtree, WASM president, praised the organisers’ contribution. "I want to thank Prof. Van den Berg and Prof. Knott and their fantastic teams for all their hard work and dedication over the past two years. Their commitment has made this conference possible and ensured an exceptional programme for all participants."

The conference also emphasised community engagement and sustainability, reinforcing the NWU’s commitment to impactful, socially responsible leadership in sport management. Ricardo Mackenzie, Western Cape Minister of Cultural Affairs and Sport, acknowledged the NWU’s critical role, highlighting the importance of partnerships between educational institutions and government to support sport development for young people.

Prof. Van den Berg said that hosting WASM 2026 was a unique opportunity for NWU students and faculty to gain first-hand exposure to international sport management research and practice, while building networks that will influence the future of the profession both locally and globally.

"The connections, discussions, and collaborations forged at this conference will have a lasting impact on our students, our faculty, and the broader sport management community in South Africa. The NWU is proud to lead this initiative and to position African sport management on the global stage,” she concluded.

Prof. Liandi van den Berg at the 5th World Association for Sport Management Conference that was co-hosted by the NWU and CPUT.