Rwanda’s President Paul Kagame (C) attends the UEFA Champions League quarter final first-leg football match between Arsenal and Bayern Munich at the Arsenal Stadium, in north London, on April 9, 2024.
German football giants Bayern Munich have announced they will end their tourism sponsorship deal with the Rwandan government, following growing criticism linked to the ongoing conflict in the eastern Democratic Republic of the Congo (DRC).
The partnership, signed in 2023 and initially set to run until 2028, promoted the “Visit Rwanda” brand through advertising at Bayern’s 75,000-seat Allianz Arena. However, on Friday, Bayern confirmed the agreement would be restructured into a non-commercial partnership focused on football development.
“The new arrangement transitions away from a commercial sponsorship to a dedicated partnership focusing on football development in Rwanda through the expansion of the FC Bayern Youth Academy in Kigali,” Bayern CEO Jan-Christian Dreesen said in a statement.
While the club did not officially cite the reasons for the shift, German media widely reported that the decision was influenced by mounting criticism over Rwanda’s alleged role in the conflict in eastern DRC.
In February, Bayern fans displayed a banner at a home match claiming the deal “betrayed the values” of the club. The protest came amid accusations that the Rwandan government has ignored human rights concerns and backed the M23 rebel group, which, along with Rwandan troops, seized Goma in January and Bukavu in February 2025.
The UN estimates thousands have been killed in the recent wave of violence. The escalation in fighting has intensified international scrutiny on Rwanda’s foreign relations and its sponsorship deals with major European clubs.
Bayern’s arrangement with Rwanda had replaced another contentious sponsorship deal with Qatar, which also faced backlash from supporters. Before restructuring the current agreement, Bayern reportedly sent staff to Rwanda to assess the situation on the ground.
Despite the change, the club will continue working in Rwanda until 2028, with the focus now entirely on expanding youth football programs.
Other top European clubs, including Arsenal and Paris Saint-Germain, have also faced criticism for their own “Visit Rwanda” sponsorship agreements.
