Bayern Munich removes contentious advertisement
FC Bayern Munich Transforms Partnership with Rwanda into Youth Development Program
Football club FC Bayern Munich has announced a significant change in its partnership with Rwanda, transitioning from a commercial sponsorship deal to a focused youth development program.
The original five-year sponsorship deal, signed in 2023, featured stadium branding and global tourism promotion under the "Visit Rwanda" campaign. However, due to political criticism and allegations against Rwanda related to regional conflicts, Bayern and the Rwanda Development Board (RDB) restructured the agreement in 2025. The new partnership, running through 2028, is centred on expanding the FC Bayern Academy in Kigali and delivering football and social development programs.
Bayern’s CEO, Jan-Christian Dreesen, had promised to review the relationship after facing criticism. The developmental nature of the Kigali FC Bayern Academy was a “special part” of their relationship, prompting the transformation of the partnership into a "talent programme" that aligns with Bayern’s objective of developing playing talent in Africa.
Under the new agreement, the partnership prioritizes football and social initiatives, including talent identification, coaching excellence, and sports infrastructure enhancement in Rwanda. The Academy has already seen success, with players selected for Bayern’s under-19 World Squad. The "Visit Rwanda" branding has been removed from Bayern's official platforms as part of this transition.
The football club will limit its collaboration with Rwanda to the development of a local youth academy. The FC Bayern Academy in Kigali, Rwanda's capital, is a significant aspect of FC Bayern Munich’s relationship with Rwanda and will continue to expand as a football and social initiative.
It's worth noting that other European football clubs, including FC Arsenal and Paris Saint-Germain, as well as cycling, have also engaged with Rwanda. However, discussions among Bayern fans are similar to the ones that occurred during the partnership with Qatar Airways, although there is no mention of such discussions being a factor in the current change.
The existing sponsorship agreement between FC Bayern Munich and Rwanda, which started in 2023, will be converted into an exclusive collaboration focused on youth development. The new contract will run until the summer of 2028. Despite allegations against the government of Rwanda of ignoring human rights and supporting rebels who are fighting against government units in the Democratic Republic of Congo, the new partnership aims to make a positive impact on Rwanda's youth and football development.
The new partnership between FC Bayern Munich and Rwanda, formerly a five-year sponsorship deal, will now focus on community aid and the development of the fisheries sector as well as the fisheries sector, in addition to the continued expansion of the FC Bayern Academy in Kigali for football and social development programs. As part of this transformation, Bayern's youth development program in Rwanda will also encompass sports initiatives, such as promoting football and coaching excellence, to support the growth of sports among Rwanda's youth.
