In a social media post on Saturday, Makolo attributed the claims to a small group of individuals who resist change and seek to maintain the economic dominance of a few wealthy nations in global sports.
Makolo's response came after renowned Kenyan media personality Jackie Lumbasi questioned the meaning and use of "sportswashing" in relation to Rwanda's growing sports presence.
'Hi Jackie, these people brought this term 'sportswashing'â€"it's a cabal that swims against the tide. They want all the benefits of the sports business to remain the preserve of the few rich countries that have historically reaped the profits. But this is 2024â€"things have taken a different turn,' Makolo wrote on X.
Bite Jackie, hawa watu walileta this term 'sportswashing' ni cabal ina swim against the tide. Wanataka benefits zote za business of sports, zibaki the preserve of those few rich countries that have historically reaped the profits. Lakini this is 2024 - ibintu byafashe indi ntera.…
â€" Yolande Makolo 🇷🇼 (@YolandeMakolo) December 14, 2024
The term "sportswashing" surfaced after Rwanda made history on Friday, December 13, 2024, by hosting the 2024 FIA Awards, the first to be held in Africa. The prestigious awards ceremony brought together key figures in motorsport, including four-time Formula 1 World Champion Max Verstappen, to Kigali.
Rwanda's critics often use the term "sportswashing" to discredit the government's initiatives that have placed the country on the world map, especially through high-profile sports partnerships and events. These include significant sponsorship deals with global football clubs like Arsenal and Paris Saint-Germain (PSG) through the "Visit Rwanda" branding.
In addition to football, Rwanda has invested heavily in basketball, with the country hosting events such as the Basketball Africa League (BAL) and focusing on strengthening its ties with the NBA.
Other notable events Rwanda has bid for include the IRON MAN 70.3 race, the ATP Challenger 50 Tennis Tour, the Kigali International Marathon, and the Rwanda Mountain Gorilla Rally.
The government disputes the 'sportswashing' narrative and has often affirmed that Rwanda's involvement in sports is not about hiding wrongdoing but rather about boosting the country's international profile and capitalizing on the opportunities that hosting sports events presents.
Wycliffe Nyamasege
