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Rwanda’s International Sports Sponsorship and Human Rights Criticism
The Visit Rwanda initiative has effectively elevated the visibility of the east African nation on the global stage. However, the Rwandan government faces allegations of utilizing sports sponsorship as a means to enhance its international standing—a practice that critics have termed ‘sportswashing.’
In 2018, Rwanda established a sleeve partnership with Arsenal, with the sponsorship reportedly valued at over £10 million (approximately $12.39 million) annually. This collaboration marked the beginning of a series of high-profile sports investments.
Subsequently, Rwanda secured a sponsorship deal with Paris Saint-Germain (PSG) the following year, and in 2023, Bayern Munich entered into a five-year agreement focused on football development and tourism promotion in Rwanda.
In addition to these football partnerships, Rwandan President Paul Kagame has announced ambitions to host a Formula 1 race, while Kigali is set to serve as the venue for cycling’s World Road Championships in September. The UCI, the global governing body for cycling, recently confirmed that there are no plans to shift the event away from Rwanda.
Despite the positive publicity generated by these events, human rights organizations are raising alarms. Lewis Mudge, the Central Africa director for Human Rights Watch, emphasized that such sports ventures and international events mask Rwanda’s “abysmal track record” regarding human rights. Mudge pointed out that the country’s legal processes exhibit significant flaws, failing to meet both its own regulations and broader international standards.
Furthermore, Mudge articulated concerns about the diminishing space for free expression and political autonomy within Rwanda, highlighting a trend where available freedoms continue to wane.
In response to the criticisms surrounding their sports investments, the Rwandan government has firmly rejected the notion of sportswashing. Irene Murerwa, the country’s chief tourism officer, described the accusations as “a distraction” from the significant and commendable progress Rwanda has achieved in various domains.
Source
www.bbc.com