Latest news with #VisitRwanda
Business Insider
2 days ago
- Business
- Business Insider
Bayern Munich ends commercial sponsorship deal with Rwanda, shifts to football development
German football giants, Bayern Munich has officially ended its commercial sponsorship agreement with the government of Rwanda, concluding a partnership that had aimed to promote the East African nation as a tourism and investment destination. Bayern Munich concluded its sponsorship agreement with the Rwanda government, transitioning to a developmental partnership. The revised three-year deal focuses on expanding Bayern's Youth Academy in Kigali for football talent development. Criticism regarding Rwanda's human rights record and DRC conflict influenced the change in the partnership. The deal, which had drawn scrutiny in both Germany and Rwanda, has now been restructured. According to a statement on FC Bayern Munich's official website, the club and the Rwanda Development Board (RDB) have agreed to a new three-year arrangement that shifts the focus from tourism promotion to football development. Under the revised partnership, Bayern will expand its Youth Academy in Kigali, transitioning the relationship from a marketing sponsorship to a developmental initiative centred on talent cultivation and social impact. 'In constructive talks about our future direction, we agreed that a very special part of our relationship with RDB was the developmental nature of our work in Kigali through the FC Bayern Academy, ' said Jan-Christian Dreesen, CEO of FC Bayern Munich. ' We are therefore transforming our commercial partnership into a talent programme and expanding the FC Bayern Academy in Kigali together with the RDB as both a football and social initiative. This remains perfectly aligned with our strategic objective of developing playing talent in Africa. ' While the club's statement avoided directly addressing the reasons behind the change, German media widely reported that the decision followed increasing criticism of Rwanda's human rights record and its alleged support for armed groups involved in the ongoing conflict in the Democratic Republic of the Congo. Human rights, DRC conflict may have spurred Bayern exit Launched with Arsenal and PSG before extending to Bayern in 2023, the 'Visit Rwanda' campaign aimed to position the country as a global tourism hub. Rwanda reportedly paid Bayern €10 million annually for branding and youth football programs. While not officially stated, Bayern's withdrawal is widely linked to growing criticism of Rwanda's human rights record and its alleged role in the DRC conflict. The decision comes amid growing scrutiny in Germany of partnerships with authoritarian-leaning governments, particularly those involving state-funded tourism campaigns. In February, Bayern Munich supporters publicly expressed their disapproval, displaying a banner at a home match that accused the club of 'betraying its values' through the Rwanda partnership. Kigali has faced sustained allegations of suppressing dissent and supporting rebel groups destabilizing eastern DRC. This, combined with pressure from German media, civil society groups, and political figures, intensified calls for Bayern to reconsider its ties. The DRC government also urged international partners to distance themselves from Rwanda as violence in the region escalated. For Rwanda, the termination represents a reputational blow. The Kagame government has prioritized sports diplomacy, most notably through high-profile sponsorships with clubs like Arsenal, PSG, and Bayern, as a tool to reshape international perceptions and attract tourism.
Business Insider
3 days ago
- Business
- Business Insider
Bayern Munich football club withdraws sponsorship deal with Rwanda
German football giants, Bayern Munich has officially ended its commercial sponsorship agreement with the government of Rwanda, concluding a partnership that had aimed to promote the East African nation as a tourism and investment destination. Bayern Munich concluded its sponsorship agreement with the Rwanda government, transitioning to a developmental partnership. The revised three-year deal focuses on expanding Bayern's Youth Academy in Kigali for football talent development. Criticism regarding Rwanda's human rights record and DRC conflict influenced the change in the partnership. The deal, which had drawn scrutiny in both Germany and Rwanda, has now been restructured. According to a statement on FC Bayern Munich's official website, the club and the Rwanda Development Board (RDB) have agreed to a new three-year arrangement that shifts the focus from tourism promotion to football development. Under the revised partnership, Bayern will expand its Youth Academy in Kigali, transitioning the relationship from a marketing sponsorship to a developmental initiative centred on talent cultivation and social impact. 'In constructive talks about our future direction, we agreed that a very special part of our relationship with RDB was the developmental nature of our work in Kigali through the FC Bayern Academy, ' said Jan-Christian Dreesen, CEO of FC Bayern Munich. ' We are therefore transforming our commercial partnership into a talent programme and expanding the FC Bayern Academy in Kigali together with the RDB as both a football and social initiative. This remains perfectly aligned with our strategic objective of developing playing talent in Africa. ' While the club's statement avoided directly addressing the reasons behind the change, German media widely reported that the decision followed increasing criticism of Rwanda's human rights record and its alleged support for armed groups involved in the ongoing conflict in the Democratic Republic of the Congo. Human rights, DRC conflict may have spurred Bayern exit Launched with Arsenal and PSG before extending to Bayern in 2023, the 'Visit Rwanda' campaign aimed to position the country as a global tourism hub. Rwanda reportedly paid Bayern €10 million annually for branding and youth football programs. While not officially stated, Bayern's withdrawal is widely linked to growing criticism of Rwanda's human rights record and its alleged role in the DRC conflict. The decision comes amid growing scrutiny in Germany of partnerships with authoritarian-leaning governments, particularly those involving state-funded tourism campaigns. In February, Bayern Munich supporters publicly expressed their disapproval, displaying a banner at a home match that accused the club of 'betraying its values' through the Rwanda partnership. Kigali has faced sustained allegations of suppressing dissent and supporting rebel groups destabilizing eastern DRC. This, combined with pressure from German media, civil society groups, and political figures, intensified calls for Bayern to reconsider its ties. The DRC government also urged international partners to distance themselves from Rwanda as violence in the region escalated. For Rwanda, the termination represents a reputational blow. The Kagame government has prioritized sports diplomacy, most notably through high-profile sponsorships with clubs like Arsenal, PSG, and Bayern, as a tool to reshape international perceptions and attract tourism.
New Straits Times
3 days ago
- Business
- New Straits Times
Bayern ends Rwanda tourism sponsorship after criticism
MUNICH: Bayern Munich will end a sponsorship promoting tourism in Rwanda after controversy relating to the ongoing conflict in the region. Yesterday Bayern announced its partnership with the African nation, initially signed in 2023 and set to run until 2028, would shift to focus on a youth academy. "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. The statement did not expressly mention the underlying reasons for the shift, but German media on Friday widely reported the decision was motivated by criticism as a result of the escalating conflict. In February, Bayern fans held up a banner at a home game saying the deal "betrayed the values" of the club. The Rwandan government has been accused of disregarding human rights and supporting rebels fighting against government forces in the neighbouring Democratic Republic of the Congo. At the beginning of this year, violence in the eastern Democratic Republic of Congo intensified. The Rwandan-backed M23 armed group and Rwandan troops seized Goma, the capital of North Kivu province, in January, and then Bukavu, the capital of South Kivu province, in February. The UN estimates thousands have died as a result of the attacks. The deal included 'Visit Rwanda' advertising at Bayern's 75,000-seat Allianz Arena home ground and replaced a controversial deal with Qatar, which was also criticised by the club's supporters. Following criticism of the previous deal, Bayern sent staff to Rwanda to assess the situation on the ground. The new contract runs until 2028.
The Sun
3 days ago
- Business
- The Sun
Bayern Munich ends Rwanda tourism deal amid conflict criticism
BAYERN MUNICH will terminate its tourism sponsorship deal with Rwanda following criticism linked to the ongoing conflict in the region. The German football club announced the partnership, signed in 2023 and originally set to run until 2028, will now focus solely on youth 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,' said Bayern CEO Jan-Christian Dreesen. While the club did not directly cite the conflict as the reason for the change, German media reported the decision followed mounting criticism. In February, Bayern fans displayed a banner during a match accusing the deal of betraying the club's values. Rwanda has faced accusations of human rights violations and supporting rebel groups in the neighbouring Democratic Republic of the Congo. Violence in eastern Congo escalated in early 2025, with Rwandan-backed forces seizing key cities. The UN estimates thousands have died due to the conflict. Bayern's previous sponsorship included 'Visit Rwanda' branding at the Allianz Arena, replacing a contentious deal with Qatar. The club had previously sent staff to Rwanda to assess conditions before finalising the new agreement. Other top European clubs like Arsenal and Paris Saint-Germain have also faced scrutiny over similar Rwanda sponsorships. - AFP
Yahoo
3 days ago
- Business
- Yahoo
Bayern Munich to move away from its ‘Visit Rwanda' sponsorship this season after criticism from fans
Bayern Munich has signalled a significant reduction in its "Visit Rwanda" branding, transitioning away from a commercial sponsorship with the African nation following a backlash over its alleged support for rebels in neighbouring Congo. The German football champions announced a new agreement that reconfigures their existing partnership into a three-year deal, focusing instead on developing young players at a Bayern-affiliated academy in Rwanda. The original five-year deal, signed in 2023, saw Bayern dismiss allegations of "sportswashing" at the time. It included prominent "Visit Rwanda" advertisements within the stadium and aimed to promote tourism and investment opportunities in the country. This agreement had notably replaced a controversial sponsorship deal with Qatar. Rwanda maintains similar high-profile sponsorships with other European football giants, including Paris Saint-Germain, Arsenal, and Atletico Madrid. Public discontent with the partnership escalated in February when some Bayern fans displayed a large banner protesting the deal during a game. This came amid accusations from the United Nations that Rwanda has been backing rebel groups in eastern Congo. Under the revised terms, the focus shifts to a developmental initiative. Bayern chief executive Jan-Christian Dreesen stated: "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. We are therefore transforming our commercial partnership into a talent programme 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 did not specify the timeline for phasing out the "Visit Rwanda" branding, describing the change as a transition. As of Friday afternoon local time, the branding remained visible on a section of the club's website listing sponsors and partners. Jean-Guy Afrika, chief executive of the Rwanda Development Board, was quoted by Bayern as saying the changes aimed to "accelerate sports development," adding: "This continued partnership with FC Bayern helps ensure that talent development remains anchored in our broader vision to position Rwanda as a global hub for tourism, investment, and high-performance sport." Rwanda's presence in European football has steadily increased since 2018, when it first partnered with Arsenal to feature "Visit Rwanda" on the London club's shirt sleeves. An agreement with PSG was signed in 2019 and renewed in April this year, covering stadium branding and shirt-sleeve sponsorship at the Club World Cup. A three-year deal to sponsor Atletico Madrid, including branding on training and warm-up shirts, was agreed in April. The accusations against Rwanda centre on its alleged support for the M23 rebel group, which is the most potent of over 100 armed factions vying for dominance in mineral-rich eastern Congo, just across the border. Rwanda has also been accused of exploiting eastern Congo's minerals, which are crucial for products like smartphones and advanced fighter jets. However, Rwandan authorities counter these claims by alleging that some participants in the 1994 Rwandan genocide fled into Congo and are either collaborating with or being protected by the Congolese army. They have consistently denied involvement in Congo's minerals sector, asserting that any security actions taken are solely to protect their own territory. ___ AP soccer:
