Bayern Munich reshapes Rwanda partnership after fan-led pressure

Bayern Munich has restructured its agreement with Rwanda, shifting away from a tourism sponsorship to a football development initiative, following sustained opposition from its supporters.

The Bundesliga champions had signed a five-year deal with Rwanda in 2023, promoting the Visit Rwanda brand inside the Allianz Arena.

The campaign was intended to boost tourism in the East African nation, but it quickly drew criticism from fans concerned about Rwanda’s human rights record and its alleged support for the M23 armed group in neighbouring Democratic Republic of Congo.

According to reports in L’Équipe, Bayern supporters sought guidance from the Human Rights Foundation (HRF) to better understand the situation.

🚨 BREAKING: Bayern Munich have terminated their "Visit Rwanda" campaign with immediate effect following controversy and and criticism over human rights.

The sponsorship agreement converts into a collaboration focused on youth development.

But what was truly behind the deal? pic.twitter.com/GfI4aV7QPC

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Their actions followed previous fan campaigns, including one that contributed to Bayern’s decision to end its partnership with Qatar Airways in 2023.

Norman Ishimwe, president of the human rights organisation Jambo, which works across Africa’s Great Lakes region, explained how supporters mobilised: The [Bayern Munich] fans were very invested. They had already succeeded in pushing the club to break its partnership with Qatar Airways. They were looking for information on Rwanda and its sportswashing strategy. Their intention was to be able to present solid arguments to the Bayern management.

"New Phase"

FC Bayern focuses on talent development in Rwanda.

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— FC Bayern (@FCBayernEN) August 8, 2025

In response, Bayern announced this month that its collaboration with Rwanda will no longer promote tourism but will instead centre on developing football through the expansion of the FC Bayern Academy in Kigali.

We are transforming our commercial partnership into a talent development program and expanding the Bayern Academy in Kigali as both a sporting and social initiative. This remains perfectly aligned with our strategic objective of developing football talent in Africa, said Bayern CEO Jan-Christian Dreesen.

The revised partnership follows mounting external pressure.

La RDC demande au PSG d’abandonner un sponsor “tâché de sang” #football https://t.co/1OoPfUXRdk pic.twitter.com/nAgIXZX7HH

— Afrik-Foot (@afrikfoot) February 2, 2025

In February, the Democratic Republic of Congo’s foreign minister, Thérèse Kayikwamba Wagner, urged Bayern, Arsenal and Paris Saint-Germain to cut ties with Rwanda, describing the sponsorships as bloodstained.

In her letter, she highlighted atrocities in eastern Congo, where M23 rebels have displaced hundreds of thousands.Your sponsor is directly responsible for this misery, she wrote, questioning the morality of clubs continuing with Visit Rwanda branding.

Despite Bayern’s decision, other European clubs have maintained or strengthened their partnerships.

Arsenal, which has worked with Rwanda since 2018, continues its deal, while PSG has expanded its collaboration.

Atlético Madrid signed a new contract with Rwanda earlier this year.

The Rwanda Development Board welcomed Bayern’s new direction.

Its CEO, Jean-Guy Afrika, said: The success of the FC Bayern Academy in Kigali is a great example of what strategic sports partnerships can achieve. As we enter a new phase, we are redirecting our resources to accelerate sports development, with a focus on talent identification, training excellence, and sports infrastructure.

The academy’s influence is already evident. Two young Rwandan players, Ndayishimiye Barthazar and David Okoce, have been selected for Bayern’s prestigious U19 World Squad for 2025, signalling Rwanda’s growing presence on the international football stage.