Munich-based football club, Bayern, ceases partnership with Rwanda following public backlash
In a significant shift, Bayern Munich has reduced its commercial partnership with Rwanda, transitioning from a tourism promotion agreement to a three-year football development program at their academy in Kigali, the Rwandan capital. This change comes in response to international criticism over Rwanda’s alleged support for M23 rebels in the Democratic Republic of Congo (DRC).
The new arrangement, which does not undermine the relationship between Bayern Munich and Rwanda, focuses on football development in Rwanda. Jean-Guy Afrika, CEO of the Rwanda Development Board, reaffirmed Rwanda's aims to position itself as a global hub for tourism, investment, and high-performance sport.
In contrast, Arsenal, Paris Saint-Germain (PSG), and Atletico Madrid continue to have active "Visit Rwanda" sponsorship deals. These deals are still prominent, with Arsenal displaying the logo on their shirt sleeves since 2018, PSG renewing their deal in April 2025 including stadium branding and shirt sleeves for special tournaments, and Atletico Madrid having a three-year deal covering their training and warm-up shirts.
Despite similar criticism and concerns about Rwanda’s alleged role backing M23 rebels in Congo, these clubs have not reported any public scaling back or restructuring of their Rwanda sponsorships. An open letter written by Congo's foreign minister called on Bayern Munich and other clubs sponsored by Rwanda to end their sponsorship deals due to the conflict between the two countries.
The fragile ceasefire, brokered by the US, between Rwanda and the DRC provides some diplomatic context, but it remains uncertain how long the peace will hold and how this will affect the sponsorship landscape in the future. The new deal with Emirates airline, owned and operated by the government of the United Arab Emirates, may also spark controversy due to the UAE’s human rights record.
Notably, Bayern Munich fans previously raised a banner criticizing the partnership, stating "Visit Rwanda - whoever looks on with indifference is betraying the values of FC Bayern!" However, Bayern Munich has announced it will no longer promote Visit Rwanda as a commercial sponsor. No public report was made after Bayern CEO Jan-Christian Dreesen sent employees to Rwanda to monitor the situation. The contract expiry date of 2028 remains unchanged for Bayern’s relationship with Rwanda.
This move by Bayern Munich could set a precedent for other clubs with ties to Rwanda, potentially facing renewed pressure to reconsider their sponsorship deals due to the ongoing issues raised.
- The government of the United Arab Emirates has entered a new deal with Bayern Munich, but the UAE's human rights record may spark controversy.
- Bayern Munich has transitioned from a tourism promotion agreement to a three-year football development program in Rwanda, away from the "Visit Rwanda" sponsorship.
- Despite international criticism over Rwanda’s alleged support for M23 rebels in the Democratic Republic of Congo (DRC), Arsenal, Paris Saint-Germain (PSG), and Atletico Madrid continue their "Visit Rwanda" sponsorship deals.
- The fragile ceasefire between Rwanda and the DRC provides diplomatic context, but its longevity and the impact on sponsorship deals remain uncertain.
- An open letter written by Congo's foreign minister called on clubs sponsored by Rwanda, including Bayern Munich, to end their sponsorship deals due to the conflict between the two countries.
- Bayern Munich fans previously criticized the "Visit Rwanda" partnership, stating that indifference betrays the values of FC Bayern, but the club has announced it will no longer promote Rwanda as a commercial sponsor.
