Sibane Nxumalo

Sibane Nxumalo is a Swazi-born creative entrepreneur, strategist, and events consultant based in Rwanda. She holds a First-Class BA in International Business & Trade from the African Leadership University and brief coursework at the University of Cambridge on how creative economies can shape sustainable, identity-rich cities. She is the Co-Founder and Chief Creative Officer of TORI Branding, a Kigali-based storytelling agency that humanises brands and develops cultural and place-based strategies for institutions, venues, and brands across Africa. She also co-founded YANBU Hub, a creative learning community and fellowship that equips emerging storytellers with practical skills and job placements, in partnership with the Rwanda ICT Chamber. Her work spans strategy, production, and digital strategies for venue commercialisation, including Africa’s biggest naming rights deal at BK Arena. She has contributed to major projects for FC Bayern Munich, FIFA Congress 2023, NBA Basketball Africa League, Giants of Africa, Global Citizen MOVE Afrika, FIA Awards 2024, and FIBA Afrobasket, and worked with venues like Zaria Court, Radisson Blu Hotel and Convention Center Kigali, BK Arena, and Mövenpick. Her research and practice explore how storytelling functions as both narrative placemaking and memory infrastructure, enabling venues and major events to be transformed into lasting cultural assets.