Rwanda’s image abroad: how the West is beginning to turn its back

Rwanda enjoyed good relations with the Western world for many years. This was due to systematic and intentional efforts to build its profile as a constructive regional actor, especially through the UN peacekeeping framework.

It also set out to improve its national brand through sports sponsorships of some of the biggest football clubs in the world. These include Arsenal (England), PSG (France) and Bayern Munich (Germany).