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2w ago

FC Bayern Ends Rwanda Tourism Sponsorship to Expand Kigali Academy

The club will limit its partnership through 2028 to a youth development programme in Kigali after an internal review with Rwandan officials.

Die Werbebande in Allianz Arena zeigt den Slogan
Der FC Bayern stellt seine „Visit Ruanda“-Kampagne mit sofortiger Wirkung ein.

Overview

  • Bayern has immediately halted the 'Visit Rwanda' tourism programme, removing all related advertising from the Allianz Arena.
  • Fans had criticized the campaign over Rwanda's alleged backing of M23 rebels and human rights allegations in eastern DR Congo.
  • CEO Jan-Christian Dreesen sent club representatives to Kigali this summer to evaluate conditions before redefining the partnership.
  • The sponsorship agreement is now exclusively dedicated to the FC Bayern Academy in Kigali, focusing on football training and social projects.
  • This shift highlights increased demand for ethical accountability in sports partnerships and follows comparable reappraisals by other European clubs.