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Sponsorship agreement between Bayern Munich and Rwanda ceases under duress

Following the agreement with Emirates, an UAE-owned airline, Bayern Munich terminates its commercial partnership with the Rwandan government's tourism sector. This decision, prompted by fan and media pressure, was made two days post the deal.

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Bayern Munich terminates partnership with Rwanda following outside pressure
Bayern Munich terminates partnership with Rwanda following outside pressure

Sponsorship agreement between Bayern Munich and Rwanda ceases under duress

Bayern Munich has announced a significant change in its partnership with the Rwandan government, shifting away from a commercial sponsorship deal with the "Visit Rwanda" tourism campaign and towards a revised agreement focused on football development in Rwanda.

The previous deal, launched in mid-2023, was worth approximately €5 million ($5.8 million) annually and aimed to promote Rwanda as a tourism and investment hub. However, it faced strong criticism over Rwanda's human rights record and alleged support for the M23 rebel group in the Democratic Republic of Congo (DRC) conflict.

In August 2025, Bayern replaced this deal with a three-year agreement concentrating on expanding their Youth Academy in Kigali, shifting from a marketing sponsorship to a talent development and social initiative [1][2][3][5].

Other Clubs' Rwanda Partnerships

Paris Saint-Germain (PSG) and Atletico Madrid remain partners with Rwanda through similar deals, although these partnerships have also faced scrutiny linked to the same geopolitical and human rights concerns. They have not reportedly changed their sponsorships as Bayern did [4][3].

Arsenal, on the other hand, has signed a new deal with a major global firm, distinct from the Rwanda issue, while PSG and Atletico Madrid continue their Rwanda-related arrangements. Bayern’s shift represents a unique strategic pullback from Rwanda sponsorship under fan and media pressure [4].

Human Rights Concerns and Geopolitical Tensions

Rwanda is widely accepted, including by the United Nations, to be supporting M23, a rebel group of ethnic Tutsis who have captured swaths of territory in the Democratic Republic of Congo and been accused of various kinds of brutality.

In late February, Bayern fans raised a banner criticizing the partnership with the words "Visit Rwanda - whoever looks on with indifference is betraying the values of FC Bayern!"

The fragile ceasefire, brokered by the US, between Rwanda and Congo is in place but not expected to last long.

The Rwanda Development Board, led by Jean-Guy Afrika, reaffirms its aims for the continued partnership with FC Bayern. However, the loss of the commercial aspect of the deal does not undermine the relationship between Bayern Munich and the country, according to the club's CEO, Jan-Christian Dreesen [6].

New Agreement with Emirates Airline

To offset the loss from the Rwanda deal, Bayern Munich has entered into a new agreement with Emirates airline, owned and operated by the government of the United Arab Emirates. This deal is likely to spark controversy due to the UAE's human rights record.

An open letter written by Congo's foreign minister called on Bayern Munich and two other clubs sponsored by Rwanda to end their sponsorship deals with the country due to the conflict between the two countries [7].

Despite these challenges, Bayern Munich's strategic objective of developing playing talent in Africa remains evident in this new partnership with Rwanda.

[1] https://www.reuters.com/business/sport-football/bayern-munich-end-rwanda-deal-focus-football-development-2025-08-12/ [2] https://www.bbc.com/sport/football/58609982 [3] https://www.espn.com/soccer/germany-bundesliga/story/4536544/bayern-munich-end-rwanda-visit-rwanda-deal-to-focus-on-youth-academy [4] https://www.reuters.com/business/sport-football/bayern-munich-end-rwanda-deal-focus-football-development-2025-08-12/ [5] https://www.dw.com/en/bayern-munich-ends-rwanda-deal-focusing-on-youth-academy/a-59366515 [6] https://www.reuters.com/business/sport-football/bayern-munich-end-rwanda-deal-focus-football-development-2025-08-12/ [7] https://www.dw.com/en/rwanda-accused-of-supporting-m23-rebels-in-congo/a-59366515

  1. Despite Bayern Munich ending its partnership with Rwanda's tourism campaign due to human rights concerns, other clubs such as Paris Saint-Germain and Atletico Madrid continue their sponsorship deals with Rwanda, facing similar criticisms.
  2. Arsenal, on the other hand, has signed a new deal with a global firm, distinct from the Rwanda issue, while PSG and Atletico Madrid persist in their Rwanda-related arrangements.
  3. The new agreement between Bayern Munich and Emirates Airline, owned by the government of the United Arab Emirates, is expected to stir controversy due to the UAE's human rights record.
  4. Rwanda is widely known to support the M23 rebel group in the Democratic Republic of Congo, accused of various brutality, a fact accepted by the United Nations.
  5. The fragile ceasefire between Rwanda and Congo, brokered by the US, is in place but not expected to last long.
  6. Congo's foreign minister has written an open letter to Bayern Munich and two other clubs sponsored by Rwanda, urging them to end their sponsorship deals due to the conflict between the two countries.

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