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.
