Bayern Munich will terminate its tourism sponsorship deal with Rwanda, shifting the focus to football development, following mounting criticism over the country’s alleged role in the ongoing conflict in the Democratic Republic of the Congo (DRC).
The German champions announced on Friday that the partnership, signed in 2023 and initially set to run until 2028, would no longer promote tourism under the “Visit Rwanda” brand. Instead, the agreement will now centre on expanding the FC Bayern Youth Academy in Kigali.
“The new arrangement transitions away from a commercial sponsorship to a dedicated partnership focusing on football development in Rwanda,” Bayern CEO Jan-Christian Dreesen said in a statement.
While the club did not explicitly mention the controversy, German media reported that the move follows growing criticism linked to the escalating violence in eastern DRC.
The Rwandan government has faced accusations of human rights abuses and backing the M23 rebel group, which, alongside Rwandan troops, captured the cities of Goma and Bukavu earlier this year. The United Nations estimates thousands have died since the offensive intensified in January 2025.
In February, Bayern fans unfurled a banner at the Allianz Arena claiming the deal “betrayed the values” of the club. The sponsorship had replaced a previous, also controversial, partnership with Qatar. Bayern later sent staff to Rwanda to assess the situation before deciding on the contract shift.
The original deal featured “Visit Rwanda” advertising at Bayern’s 75,000-seat home stadium. Similar agreements between Rwanda and Premier League club Arsenal, as well as Champions League winners Paris Saint-Germain, have also faced criticism from human rights groups and supporters.
The revised Bayern–Rwanda partnership will run until 2028.
Written By Rodney Mbua
