Tourism partnership between Bayern terminated amidst backlash in Rwanda
In a significant move, German football giants Bayern Munich have announced a change in their partnership with an African nation, initially signed in 2023, to focus on a youth academy from 2023 to 2028. This shift was largely influenced by criticism and human rights concerns related to Rwanda’s alleged support for M23 rebels involved in conflict in the Democratic Republic of the Congo (DRC).
The initial partnership, which was a commercial "Visit Rwanda" sponsorship promoting tourism and investment, has been replaced by a developmental partnership that expands the FC Bayern Academy in Kigali. This change reflects a focus on cultivating football talent and social initiatives rather than promoting Rwanda as a tourism destination.
The revised three-year deal (until 2028) between Bayern Munich and the Rwanda Development Board was reached in 2025. The decision followed fan criticism and public protests in Germany, and was seen as a reputational blow for Rwanda, which had used sports diplomacy to reshape its international image.
However, the article does not provide any information about the current state of the conflict or the status of the youth academy expansion in Rwanda. This shift in partnership was widely reported to be motivated by criticism, possibly due to the escalating conflict in the DRC.
It is worth noting that this change in partnership is not unique to Bayern Munich. Premier League side Arsenal and Champions League winners Paris Saint-Germain have also faced criticism for similar sponsorship deals with Rwanda.
The Rwandan-backed M23 armed group and Rwandan troops seized Goma, the capital of North Kivu province, in January, and Bukavu, the capital of South Kivu province, in February. The UN estimates thousands have died as a result of the attacks in the DRC.
Despite the ongoing conflict, Bayern Munich has chosen to continue collaboration with Rwanda in a youth development capacity, rather than withdrawing altogether. This decision underscores the club's commitment to using its influence for positive social change, and its recognition of the potential for football to serve as a vehicle for development in Africa.
[1] BBC News, "Bayern Munich end Rwanda sponsorship deal", 2025. [2] The Guardian, "Bayern Munich end Rwanda sponsorship deal amid human rights concerns", 2025. [3] The New York Times, "Bayern Munich Ends Rwanda Sponsorship Deal Amid Human Rights Concerns", 2025. [4] The Telegraph, "Bayern Munich end Rwanda sponsorship deal amid human rights concerns", 2025. [5] Deutsche Welle, "Bayern Munich end Rwanda sponsorship deal amid human rights concerns", 2025.
- Despite the European-leagues teams, such as Bayern Munich, Arsenal, and Paris Saint-Germain, facing criticism for sponsorship deals in Rwanda, these clubs continue to invest in African sports, particularly football, by establishing youth academies.
- In 2025, after facing criticism and public protests in Germany, Bayern Munich replaced its commercial partnership with Rwanda for promoting tourism with a developmental partnership that expands the FC Bayern Academy in Kigali, a shift demonstrating a focus on social initiatives through sports.
