Trending 
Bayern Munich have announced they will end their tourism sponsorship deal with Rwanda following mounting criticism over the country’s alleged involvement in the ongoing conflict in the Democratic Republic of the Congo (DRC).
The partnership, which began in 2023 and was originally due to run until 2028, promoted the East African nation through the “Visit Rwanda” brand, with advertising displayed at Bayern’s 75,000-seat Allianz Arena.
However, the agreement will now be restructured to focus on football development rather than tourism promotion.
Bayern’s CEO, Jan-Christian Dreesen, confirmed in a statement that the arrangement would shift “from a commercial sponsorship to a dedicated partnership” centred on expanding the club’s youth academy in Rwanda’s capital, Kigali.
Although the club did not explicitly cite the reasons behind the change, German media reported that the decision followed growing criticism over Rwanda’s alleged human rights abuses and its support for the M23 rebel group in eastern DRC.
The criticism intensified earlier this year when Bayern fans displayed a banner during a home match, accusing the club of betraying its values by continuing the deal.
The unrest escalated at the start of 2025, with the Rwandan-backed M23 group and Rwandan forces seizing Goma, the capital of North Kivu province, in January, followed by Bukavu, the capital of South Kivu province, in February.
According to the United Nations, thousands of people have been killed in the violence.
Bayern had already faced backlash for a previous sponsorship with Qatar, prompting the club to send representatives to Rwanda to assess the situation before renewing the agreement.
The revised deal, now focused solely on sports development, will still run until 2028. Other major clubs, including Arsenal and Paris Saint-Germain, have also come under fire for their sponsorship arrangements with Rwanda.
