Bundesliga Champions Bayern Munich End ‘Visit Rwanda’ Sponsorship Deal Amid Conflict
The partnership, originally signed in 2023 and scheduled to continue until 2028, will now shift its focus to a youth academy, the Bavarian giants announced on Friday.
Bundesliga title-holders Bayern Munich will terminate the sponsorship agreement promoting tourism in Rwanda, amid controversy over the ongoing conflict in the region.
The partnership, initially signed in 2023 and set to run until 2028, will be redirected towards a youth academy, the Bavarian club stated on Friday.
Bayern CEO Jan-Christian Dreesen said, “The new arrangement moves away from a commercial sponsorship to a dedicated partnership centred on football development in Rwanda through the expansion of the FC Bayern Youth Academy in Kigali.”
Although the statement did not directly mention the reason for the change, a German media outlet reported that the decision was prompted by criticism linked to the escalating conflict.
In February, Bayern supporters displayed a banner at a home match, declaring that the deal “betrayed the values” of the club.
The Rwandan government has faced accusations of neglecting human rights and providing support to rebels fighting against government forces in neighbouring Democratic Republic of the Congo.
At the start of 2025, violence escalated in eastern Democratic Republic of Congo. The Rwandan-backed M23 armed group, along with Rwandan troops, captured Goma, the capital of North Kivu province, in January, followed by Bukavu, the capital of South Kivu province, in February.
The United Nations estimates that thousands have lost their lives due to the attacks.
The deal had included ‘Visit Rwanda’ advertising at Bayern’s 75,000-seat Allianz Arena, replacing a contentious sponsorship agreement with Qatar, which had also drawn criticism from the club’s fans.
In response to criticism of the earlier deal, Bayern sent officials to Rwanda to evaluate the situation on the ground. The revised contract will now continue until 2028.
Premier League club Arsenal and Champions League winners Paris Saint-Germain have also come under criticism for similar sponsorship arrangements with Rwanda.
