Rwanda’s Sporty Attempt to Rewrite Their Narrative

Athena Leskovics

Introduction

Rwanda is no stranger to controversy. The country has been stained with criticism and pain since its genocide in 1994. Rwanda has since tried to rebuild, with President Paul Kagame pushing a stance of “unity and reconciliation.” Kagame has held power since 2000, but while his government was credited with bringing stability back to the country after the atrocious genocide, many human rights groups continue to voice criticism. Many believe Kagame’s government is covering up negative press and stifling voices that do not align with how they want to be perceived. Additionally, Rwanda’s elections continue to face scrutiny. Many feel the elections are not fair nor free, and those that opt to run for office either cannot build enough momentum or are prohibited from running entirely. Despite this controversy, Rwanda has introduced a new strategy titled “Visit Rwanda.” 

Understanding the Rwandan Genocide

Rwanda did not gain its independence from Belgium until 1962. Though the Belgians only ruled for 30 years, they left a lasting imprint on the nation. Rwanda is primarily composed of three ethnic groups: the Hutu, Tutsi, and Twa. Many feel the identities of the Hutu and Tutsi people became more racialized under Belgian rule due to their implementation of ID cards. The Belgian colonial government implemented these ID cards in the 1930s. Following Rwandan independence from Belgium, the Hutu majority also utilized the ID cards to distinguish between Hutu and Tutsi. Tutsi were blocked from joining the military or from entering into government positions. By the end of Belgium’s reign, the Hutu Peasant Revolt, lasting from 1959-1961, resulted in the Belgians shifting power towards Hutus and away from the Tutsi elites, who had been given the power during the almost 50 year Belgian reign. 

Prior to the genocide, the Rwandan Patriotic Front (RPF), a militant rebel group led by Tutsi exiles, instigated a civil war against the government. Extremist Hutus capitalized on the RPF’s mobilization and deemed them traitors to the country. A “Hutu power ideology” soon emerged. Hutu radicals began creating lists of both Tutsi and moderate Hutu targets and furthered their extreme ideology through a broadcasting station. The broadcasting station, Radio Télévision Libre des Mille Collines, utilized its ability to reach many people and spread vast propaganda and hate messages such as the “Hutu Ten Commandments” to incite violence toward the Tutsi people. Though the Tutsi people were the main targets of the ethnic cleansing, Hutus were not immune to the violence themselves. Those deemed “moderate” Hutus were targeted, especially those who attempted to assist or protect Tutsi people. Hutu women in particular were targets of sexual violence. Ultimately, an estimated 800,000 ethnic Tutsi and moderate Hutu were tragically killed over the course of the 100-day genocide. 

Upon the conclusion of the genocide, those charged with inciting the genocide needed to face accountability. However, the Rwandan justice system found itself incredibly overwhelmed. Many judges fled the country amidst the chaos, and those that remained were overworked. Additionally, prisons far exceeded their holding capacities. The United Nations attempted to hold the major perpetrators accountable through the International Criminal Tribunal for Rwanda. Within Rwanda itself there were community-driven courts, referred to as Gacaca Courts. These courts were set to hold lower level perpetrators accountable as well. Despite these efforts, Rwanda continued to find itself at the center of human rights controversy, as groups such as the Human Rights Watch uncovered abuses from the government.  

Current Human Rights Issues Within Rwanda 

Following the genocide, Rwanda has remained under the close scrutiny of many actors within the international community. Groups such as Human Rights Watch (HRW) have kept a close eye on Rwanda, with HRW raising many human rights concerns such as suppression of the media and silencing opposing political views in their most recent World Report. Kagame has held the presidency for the last 25 years and there are current concerns surrounding government censorship amidst allegations that presidential challengers continue to be silenced. Following the Rwandan genocide, the RPF transformed into Rwanda’s leading political party, with Kagame at the head. Since Kagame’s election to the presidency in 2000, the RPF has ruled Rwanda as a de facto one-party state. The RPF and its allies have worked relentlessly to silence those they deemed opponents or enemies of their party. In one such example, senior RPF officials condemned an organization hosting a traditional clan meeting; following the event, many attending officials were detained and questioned. 

Many of the prevalent political opposition members to the RPF party remain under detention. Notably, Théophile Ntirutwa, a member of an opposing party, was sentenced to seven years in prison in 2022, with the Rwandan government stating that he was spreading “false” information and propaganda regarding the government. This criminal offense was incompatible with Rwanda’s regional and international rights obligations in regards to freedom of speech Human Rights Watch claims many in jail were facing inhumane treatment, including isolation and torture. The Rwandan government has not only silenced opposing political party members, but also silenced journalists reporting on blatant human rights violations within the country. At the time of the publication of the Human Right Watch article, many journalists and commentators were in Rwandan jails. Youtube journalist Dieudonné Niyonsenga was sentenced to an astonishing seven years in jail after reporting on the impact of COVID-19 guidelines on vulnerable populations, including some in Rwanda. In addition to suppressing free speech and opposing views, the Rwandan government has actively supported the displacement of thousands of refugees with its support for the M23 group in eastern Congo. In the face of this scrutiny, the Rwandan government has attempted to shift the attention on the country in a new and sporty way. 

Rewriting Rwanda’s Narrative

Rwanda has launched a new initiative through their Rwanda Development Board: “Visit Rwanda.” The initiative aims to bolster tourism within the country and encourage economic growth in the country by enabling private-sector growth. The country developed partnerships with Paris Saint-Germain and Arsenal, prominent soccer teams, and hosted the International Cycling Union Road World Championships in September 2025. Through hosting major events and developing partnerships with known sports teams, the government hopes to shift focus away from the genocide and towards Rwanda’s development as a nation. 

The response to the “Visit Rwanda” initiative has not been received in the positive light the government was hoping for. In February of 2025, the Foreign Minister of the Democratic Republic of Congo, Thérèse Kayikwamba Wagner, called out the owners of Arsenal, Paris Saint-Germain, and Bayern Munich for striking a deal with Rwanda. This followed the capture of the largest city in eastern Congo—Goma—by the Congolese Rwandan-backed M23 rebel group, displacing thousands. Wagner stated that sports giants need to rethink their “blood-stained” sponsorships with Rwanda, sponsorships she asserts could be supported by the illicit mining of blood minerals in occupied areas of Congo. Pressure on sports teams only intensified as fans began to protest the sponsorships. Two months after Wagner’s call-out, Arsenal fans protested the sponsorship, demanding its end before the team’s next season began. Videos on social media mocking the sponsorship gained traction. Some groups campaigned outside the arena before one of the team’s games, handing out wristbands to mask the “Visit Rwanda” label embellished on the club’s shirts. The public negative pushback has energized the fight to end the initiative Rwanda is pushing. 

Conclusion

“Visit Rwanda” may not be the fresh, new start the country was hoping for. The government continues to find itself implicated in accusations of supporting rebel groups, suppressing free speech, and enforcing ill-treatment on prisoners. Some believe that Kagame’s continued grip on power will continue to stifle any possible growth in social, civil, or political rights. Many hope that the new generation within the country will utilize their voices to call for real change, especially within the government. Rwanda must continue to be held accountable for their human rights violations until change is brought about.