Sports officials and former athletes have said the sports industry has the potential to offer young people alternatives to drinking as the government intensifies its crackdown on illicit alcohol. The remarks were made during a dialogue on Thursday, August 13, that brought together government officials, players, coaches, investors and other stakeholders as part of the ongoing campaign against drug and alcohol abuse. Participants discussed the contribution of the sports industry to national development and how stakeholders can support efforts to discourage the consumption and production of illicit alcoholic beverages, which officials say pose a threat to young people. ALSO READ: PM Nsengiyumva urges vigilance against deadly illicit alcohol Speakers said sport can provide young people with opportunities to develop discipline, focus and determination while keeping them engaged in productive activities. Thierry Murangira, the spokesperson for the Rwanda Investigation Bureau (RIB), noted illicit alcohol is linked to a range of social and criminal problems, including assault, injuries and domestic conflicts. He said the impact is particularly concerning among young people. Officials have previously said that up to 95 per cent of cases of people in rehabilitation centres are linked to alcohol abuse. A big number of them are aged between 18 and 30. “Those are energies that are being lost, which is why we need everyone across different sectors to play a role in curbing illicit alcohol. Athletes are public figures with significant influence, and they can use their platforms to support the #HeheNiCyuma campaign and help shape the attitudes of young people who follow them on social media,” Murangira said. Murangira also said the recent closure of more than 140 alcohol production facilities was necessary despite concerns raised by some business owners over lost investments. ALSO READ: Illicit alcohol linked to over 40 deaths in six months, health minister says “Those businesses operated through unsafe or illegal practices and they should not be protected on the grounds of investment or employment. What kind of business is it if it destroys people's lives? Why should we support such businesses?” he said. He said some operators had invested borrowed money into alcohol businesses, but argued that financial investment should not outweigh the need to protect consumers. According to the Murangira, many of the producers relied on cheap and inappropriate ingredients and production methods to lower costs and sell their products at prices accessible to a wide section of the population. “There were people using ingredients such as bricks, chilli peppers while others burned sugar and using it in production,” he said. He also cited cases in which producers allegedly imported ethanol, diluted it with water, added flavours and marketed the resulting products under different brands. ALSO READ: Govt should take tough stance against illicit alcohol He further raised concerns about unhygienic production conditions. He called on the public to treat illicit alcohol as a collective problem rather than one that should be left to law enforcement agencies. “What we are asking celebrities to do is to join us in the fight against illicit alcohol. Wherever you are, let us all take part in fighting illicit alcohol,” he said. Deputy Government Spokesperson Jean-Maurice Uwera said sport is a major part of the entertainment industry, attracting large audiences, particularly young people. This means that the messages conveyed through sport should promote healthy living, personal development and highlight the opportunities available to young people, Uwera said. When a goal is scored and a particular beverage is sponsoring the event, or when a player is associated with a certain brand, these things can influence young people, he said. He also urged sports journalists to recognise their influence in shaping public conversations around sport. Veteran sports personalities at the meeting said stronger investment in grassroots sport could provide young people with alternatives to drinking and other harmful behaviours. Former Permanent Secretary of the then Ministry of Sports and Culture, Amb Jean-Pierre Karabaranga, a former volleyball player, said sport had played an important role in shaping his own life and could do the same for young people today. He called for sports programmes to be expanded beyond Kigali to provinces, districts and villages, arguing that some young people turn to alcohol because they lack meaningful activities and opportunities that give them a sense of purpose. Expanding access to sport, he said, could help young people develop discipline, set goals and stay away from environments that expose them to harmful behaviours. Former national team footballer Emery Bayisenge highlighted discipline as one of the values that shaped his career. He said professional sport requires considerable physical effort, commitment and discipline, making it difficult to reconcile with harmful drinking habits. Bayisenge also emphasised the role of families in shaping young people's behaviour, urging parents to give their children room to grow while maintain their support and guidance. Former Amavubi player Jimmy Mulisa said sport instils values that extend beyond the playing field, including discipline, competitiveness and determination. However, he said young people also need opportunities and incentives that allow them to turn those values into meaningful pursuits. He called for greater investment in sports academies, scholarships and other forms of support to encourage young people to pursue sport and other constructive activities. “Different investments should be put in place to motivate these children,” Mulisa said, citing scholarships and rewards as examples.
