Bayern Munich cease partnership with Rwanda due to mounting pressure

In a move that is likely to spark controversy, German football giants Bayern Munich have announced they will no longer promote Visit Rwanda, the tourism arm of the African country's government. The decision comes amidst allegations of human rights violations by the UAE, the government behind the new commercial partner, Emirates airline.

The previous agreement between Bayern Munich and Rwanda, worth approximately €5 million ($5.8 million) annually, saw the club displaying Visit Rwanda advertising on pitchside hoardings and promoting tourism and investment opportunities in Rwanda. However, the loss of this commercial aspect does not undermine the relationship between the club and the country.

Bayern Munich has offset the loss from the Rwanda deal with a similar arrangement with Emirates airline. The football clubs Arsenal and PSG, along with Atletico Madrid, remain under pressure as they continue their "Visit Rwanda" partnerships. This development may force them to reconsider and potentially end their own partnerships as well.

Jean-Guy Afrika, CEO of the Rwanda Development Board, reaffirmed Rwanda's aims to position itself as a global hub for tourism, investment, and high-performance sport through their continued partnership with FC Bayern. However, Bayern Munich has shifted its Rwanda engagement to focus exclusively on youth football development with the Kigali academy, avoiding direct commercial sponsorship.

The new arrangement between Bayern Munich and Rwanda focuses on football development in Rwanda through the expansion of the FC Bayern Youth Academy in Kigali. This strategic move aligns with Bayern Munich's objective of developing playing talent in Africa.

The fragile ceasefire, brokered by the US, is in place between Rwanda and Congo, but it is not expected to last long. An open letter written by Congo's foreign minister called on Bayern Munich and other clubs sponsored by Rwanda to end their sponsorship deals with the country due to the conflict between the two countries. No new information about Bayern fans raising a banner criticizing the partnership was provided.

The contract expiry date between Bayern Munich and Rwanda remains unchanged. Despite the controversial nature of the UAE's human rights record, Bayern Munich's statement does not mention any changes to the contract. The club continues to maintain a strong stance on their commitment to African football development.