Overview

• Bayern Munich announced it will reduce Visit Rwanda branding and focus on talent development at its Kigali academy under a new three-year agreement.
• The original five-year sponsorship signed in 2023 included stadium advertisements and tourism promotion and reportedly paid Bayern about €5 million a year.
• The shift follows protests by Bayern fans and an open letter from DR Congo’s foreign minister accusing Rwanda of backing the M23 rebel group.
• Rwanda Development Board CEO Jean-Guy Afrika said the restructured partnership will accelerate sports development and promote Rwanda as an investment hub.
• Paris Saint-Germain, Arsenal and Atletico Madrid now face renewed scrutiny over their own Visit Rwanda arrangements.