Bayern Munich will terminate its “Visit Rwanda” tourism sponsorship and redirect the partnership toward football development in the East African nation, following growing criticism over Rwanda’s role in the ongoing conflict in the Democratic Republic of the Congo (DRC).
The German club announced on Friday that the agreement, originally signed in 2023 and set to run until 2028, will now focus on expanding the FC Bayern Youth Academy in Kigali rather than promoting Rwandan tourism at its Allianz Arena.
“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 cite the conflict as the reason for the change, German media widely reported that mounting criticism played a key role.
In February, Bayern supporters displayed a banner at a home match accusing the club of “betraying its values” by partnering with Rwanda. Critics pointed to allegations that the Rwandan government has supported the M23 rebel group, which has been fighting government forces in eastern DRC. The United Nations estimates thousands have been killed since the violence escalated in early 2025.
The M23, backed by Rwandan troops, seized Goma, the capital of North Kivu province, in January, before capturing Bukavu, the capital of South Kivu province, in February. The rapid offensive intensified international scrutiny of Rwanda’s foreign policy and human rights record.
Bayern had already faced similar backlash in the past over its controversial sponsorship with Qatar, which ended before the Rwanda deal was signed. Following that criticism, the club sent staff to Rwanda to assess the partnership’s impact.
The “Visit Rwanda” brand, heavily promoted in global football, also sponsors Premier League side Arsenal and Ligue 1 champions Paris Saint-Germain, both of which have faced similar questions over the ethics of the arrangement.
Bayern’s revised deal will still run until 2028 but will no longer include tourism advertising at the 75,000-seat Allianz Arena. Instead, the focus will shift to grassroots football training, with the club pledging to help nurture young talent in Rwanda while distancing itself from the political controversy surrounding the government.
