To Rwandans, it is building a sports legacy, not sportswashing

One of the leading sports media outlets, ESPN, recently published a story that deliberately undermined Rwanda's partnership with the NBA.

It was clear that ESPN’s article targeted President Paul Kagame with the intention to frustrate sports investors from entering any new arrangement with the Rwandan government.

However, this tactic underestimates the resilience of Rwandans who view criticism as an opportunity rather than a threat.

Like former Prime Minister of the United Kingdom, Winston Churchill once said; “You have enemies, good. That means you have stood up for something, sometime in your life.”

His wisdom rhymes well with Rwanda when it comes to such criticism, which is a sign that the country’s leadership has achieved something noteworthy.

As Rwanda becomes more successful, its leaders inevitably attract more criticism. The only way to avoid critics is to do nothing, a far worse fate than facing criticism. Aristotle famously said, “To avoid criticism say nothing, do nothing, be nothing.”

The fact that the sports industry is worth half a trillion dollars is why Rwanda is maximizing its efforts in sports to play a positive role in the country’s development agenda.

Rwandans are not just consumers of sports. They are actively engaging in the business of sports through the 'Visit Rwanda' brand. From tour companies, guides, restaurants, waiters to the transport sector all are benefiting from Rwanda’s sports growth.

Rwanda’s partnership with NBA Africa that ESPN attempted to question brought the first edition of the Basketball Africa League to Rwanda. Rwandans booked tickets months before the games to ensure they enjoy the vigor that comes with basketball as well as the games.

Partnerships with Arsenal FC, Paris Saint-Germain, and Bayern Munich, allow Rwanda to promote its tourism industry to billions of fans across the world.

The impact of these collaborations is already evident, as Rwanda evolves into a destination for global competitions, including the upcoming 2025 UCI Road World Championships—the first UCI event to be held in Africa.

While Rwanda has benefited from its involvement in global sports, it has also faced criticism from pundits who know little about the country and rely on outdated stereotypes about Africa.

Rwanda’s investments and partnerships in sports are very well calculated policies with a ripple effect. The World Bank's CPIA Africa (Country Policy and Institutional Assessment) report ranked Rwanda first among countries that continue to implement strategies and policies that accelerate the development of the African continent.

Campaigns to undermine investments and policies in a developing country’s economy are counterproductive and cynical. African countries face this kind of bias daily, but Rwanda is determined to defy those who dictate how it should improve its citizens' lives.

Rwanda has an ambitious vision of development through sport, aspiring to achieve socio-economic objectives and wield soft power. The country is often cited as a development model in Africa. Rwanda's sports policy contributes to national development and fosters a winning culture and united Rwandan identity.

As a result, Rwanda has recorded an impressive trajectory to build its image as a serious sporting nation. There is a deliberate effort by the leadership to boost participation in sports at all levels, from school children and communities to public and private servants.

In Rwanda, sports are uniquely understood as vehicles for uniting the country and promoting development.

This vision, translated into grassroots actions, has produced evident success on Rwanda's courts, tracks, and pitches. In a short time, Rwanda achieved impressive titles in football, basketball, cycling, and volleyball on the continent.

The country is also committed to providing equitable access to sports for all, contributing to public health, national identity, and social harmony.

Rwandans' support for sports as a vehicle for social change is evident. In 2009, the Rwandan diaspora, along with Rwandans in the country, invited Africa's top footballers to the country for a fundraising match to support youth orphaned by the 1994 Genocide against the Tutsi.

The event was a success, with nine international players showcasing their skills before a full stadium and raising over Rwf 71million for youth without homes during holidays.

In 2010, the Umurenge Kagame Cup tournament was initiated to promote unity and reconciliation among Rwandans. The tournament involves 416 football teams from every sector in 30 districts, competing for the final that takes place at Amahoro Stadium in Kigali.

Between 2003 and 2010, overall participation in all sports increased significantly. Football participation doubled, volleyball participation grew from 237 to 1,916, and cycling participation rose from 128 to 3,279.

Hosting international and continental sports tournaments in Rwanda has also upgraded sporting infrastructure, promoting social welfare and showcasing the country as a viable sporting nation.

In addition to boosting the country's image abroad, Rwandan athletes have improved their standards of living and set an example for the nation's youth.

Kigali is banking on global visibility through sports, signing several partnerships with a sole mission – benefit Rwandans.