9 August 2025 – German football club Bayern Munich has announced it will not renew its advertising partnership with Rwanda’s tourism board, known under the brand “Visit Rwanda.” In a statement, the club said the new agreement would instead focus on developing young football talent in the country, without explaining why the sponsorship element was being dropped.
However, several German media outlets report that the decision is linked to growing criticism of Kigali over its human rights record and its alleged role in the war in the Democratic Republic of Congo. Rwanda’s army has been accused by the UN, NGOs, and Kinshasa of providing military support to the M23 rebel movement, which now controls large parts of North and South Kivu, including the provincial capitals Goma and Bukavu. Kigali denies the allegations, insisting its actions are aimed solely at securing its borders.
For years, Rwanda has invested heavily in sports sponsorship deals with top European clubs, promoting the “Visit Rwanda” slogan on players’ shirts and in stadium advertising. Arsenal (England), Paris Saint-Germain (France), and Bayern Munich (Germany) have all been partners, with Atlético de Madrid (Spain) joining in April this year.
In February 2025, the Congolese government formally called on Arsenal, PSG, and Bayern Munich to end what it called “blood-stained contracts” with “Visit Rwanda,” citing Kigali’s alleged involvement in the eastern Congo conflict. The DRC’s foreign minister, Thérèse Kayikwamba Wagner, sent letters of protest to the clubs. Arsenal and PSG ignored the request and have since extended their deals.
Under its initial agreement, Bayern Munich earned several million US dollars per year to promote “Visit Rwanda” in its stadiums and events. The deal had been controversial from the start: in February, fans displayed protest banners denouncing Kigali’s alleged backing of M23, whose offensive has displaced hundreds of thousands of civilians in eastern Congo.
Bayern Munich has faced similar backlash before. Its past sponsorship deals with Qatar drew protests over the Gulf state’s human rights record. Earlier this week, the club signed a new partnership with Emirates airline, owned by the United Arab Emirates, which has been accused by human rights groups of supporting one side in Sudan’s devastating civil conflict. For critics, these commercial choices suggest that despite public relations claims, the club remains willing to align with politically and ethically contentious partners.
Therwandan
