Rwanda’s ambitious sports agenda is gaining momentum, but what drives this ambition and who stands to benefit from it? As the country seeks to host major international events like the FIFA World Cup and Formula 1 Grand Prix, observers question the true purpose behind this push.
In recent years, Rwanda has been making significant strides in the world of sports. With a sponsorship deal with ‘Bayern Munich‘ and aspirations to host major international events like the FIFA World Cup and Formula 1 Grand Prix, the country is seeking to polish its international image. But what drives this ambition, and who stands to benefit from it?
Rwanda has leveraged sports as a tool for diplomatic relations with other countries.
The country has invested in various sports infrastructure, including the Kigali Convention Centre and the Umubano Club, to host international events.
Rwanda's national teams have also participated in regional and international competitions, fostering cooperation and friendship among nations.
According to the Rwandan Ministry of Sports, sports diplomacy has contributed significantly to the country's economic growth and global recognition.
Rwanda’s president, Paul Kagame, has been at the helm for over two decades, with a reputation for suppressing dissent and human rights abuses. Despite this, he has invested heavily in sports, developing close ties with organizations like the NBA and hosting several high-profile events. According to Mohamed Keita, Africa director at the Human Rights Foundation, ‘Kagame is trying to position himself as not just a legitimate leader abroad but a legitimate leader for Africa and all Africans as well.’
Paul Kagame is a Rwandan politician and military leader who has been the President of Rwanda since 2000.
Before his presidency, he led the Rwanda Patriotic Front (RPF) to victory in the Rwandan Civil War.
Under his leadership, Rwanda has experienced rapid economic growth and social transformation.
The country has made significant strides in healthcare, education, and infrastructure development.
Kagame's government has also implemented policies aimed at promoting women's empowerment and reducing poverty.
He has been praised for his efforts to rebuild and transform Rwanda after the '1994 genocide.'
Paul Kagame, the President of Rwanda, has been accused of manipulating his public image to present himself as a benevolent leader.
Critics argue that he uses 'propaganda and censorship' to suppress dissenting voices and maintain control over the media.
According to a 2020 report by Human Rights Watch, Rwandan authorities have arrested and detained numerous journalists and activists who have criticized Kagame's government.
The report notes that Rwanda has one of the most restrictive media environments in Africa.
In response to these allegations, Kagame's office has denied any wrongdoing, stating that his government is committed to freedom of expression.
For dictators like Paul Kagame, sport offers a unique opportunity to manipulate their international image. By associating themselves with glamorous events and celebrity endorsements, they can create a positive narrative that masks the reality on the ground. This strategy has been employed by other authoritarian regimes in the past, including ‘Qatar during its hosting of the 2022 Men’s World Cup.’
However, as Verity Postlethwaite, a lecturer in Strategic Event Management at Loughborough University, notes, ‘Research probably shows mostly that fans or the general public are only really engaged through events being hosted in a particular place.’ This means that while Rwanda’s sports push may generate some positive publicity, it is unlikely to have a significant impact on its international image.
So why are clubs like ‘Bayern Munich‘ partnering with Rwanda? The answer lies in the financial benefits. According to reports, Bayern stands to make around €5 million per year from their deal with Rwanda, a relatively minor amount compared to their other partnerships. However, as investigative journalist Karim Zidan notes, ‘The club gets to make money in the process, even if it’s small fry. But they also get to grow their reach, and somebody else is paying for the promotional value of it.’
