Bayern Munich shift away from ‘Visit Rwanda’ sponsorship after criticism

MUNICH: Bayern Munich signaled Friday they will cut down on “Visit Rwanda” branding as they move “away from a commercial sponsorship” with the African nation facing a backlash over alleged support for rebels in neighboring Congo.

Bayern dismissed allegations of “sportswashing” when they signed a five-year Rwanda deal in 2023. It included advertisements in the stadium and what Bayern called events “to promote tourism and investment opportunities in Rwanda.”

At the time, they replaced a controversial sponsorship deal with Qatar. Rwanda has similar sponsorships with European soccer giants like Paris Saint-Germain, Arsenal and Atletico Madrid.

Some Bayern fans displayed a large banner at a game in February protesting the deal, amid accusations from the United Nations that Rwanda has backed rebels in neighboring Congo.

Now the German soccer champion say they have reached a new deal with Rwanda which turns the existing sponsorship deal into a three-year agreement focusing on developing young soccer players at a Bayern-affiliated academy in the country.

“In constructive talks about our future direction, we agreed that a very special part of our relationship with (the Rwanda Development Board) was the developmental nature of our work in Kigali through the FC Bayern Academy,” Bayern chief executive Jan-Christian Dreesen said in a statement.

“We are therefore transforming our commercial partnership into a talent program and expanding the FC Bayern Academy in (Rwanda’s capital) Kigali together with the RDB as both a football and social initiative. This remains perfectly aligned to our strategic objective of developing playing talent in Africa.”

Bayern didn’t specify how soon they would drop “Visit Rwanda” branding as part