Introduction to Bayern Munich’s Decision
After months of silence amidst growing criticism, Bayern Munich has announced that it will no longer promote Rwanda, the government arm of the African country. The new agreement is transferred from a commercial sponsorship into a committed partnership that focuses on football development in Rwanda by expanding FC Bayern Youth Academy in Kigali.
Previous Agreement and Criticisms
Previously, the agreement had existed that Bavaria would also show visits to Rwanda on Pitchside Hoardings and "promote tourism and investment opportunities in Rwanda". This move was met with criticism, including an open letter written by the Foreign Minister of Congo, Therese Kayikwamba Wagner, in February, urging Bayern Munich and two other Rwanda-sponsored clubs, Arsenal and Paris Saint-Germain (PSG), to end "blood-stained sponsoring deals" with the country due to its involvement in the conflict between Rwanda and the Democratic Republic of Congo.
Background on the Conflict
Rwanda is widely recognized by the United Nations to have supported M23, a rebel group of ethnic Tutsis, which captured territory swaths in the Democratic Republic of Congo and was accused of brutality. A fragile ceasefire, conveyed by the United States, is currently in place between Rwanda and Congo, but it is not expected to last long.
Bayern Munich’s Response
Shortly after the open letter, Jan-Christian Dreesen, CEO of Bayern, stated that he personally sent two employees to Rwanda to monitor the situation. However, no report was ever published, and Bavaria repeatedly ignored inquiries about an update. At the end of February, Bayern fans collected a banner criticizing the partnership, which read: "Visit Rwanda – if you look with indifference, reveal the values of FC Bayern!"
New Partnership Details
On Friday, Dreesen stated that the contract, which runs until 2028, remains unchanged, and the loss of the commercial aspect does not undermine the relationship between the club and the country. The new partnership focuses on developing talents in Africa, with Jean-Guy Africa, CEO of the Rwanda Development Board, confirming the goals of his country to position Rwanda as a global hub for tourism, investments, and high-performance sports.
Implications for Other Clubs
Other clubs with connections to Rwanda, including PSG and Arsenal, have also been silent on the topics raised by Kayikwamba Wagner. PSG registered their deal in April, and Atletico Madrid did the same, making them potential targets for similar criticism and pressure.
Financial Considerations
The commercial aspect of the Rwanda deal was worth around 5 million euros per year for the Bundesliga master. However, this loss has been compensated by a similar deal with Emirates Airline, which was announced on Wednesday. This new deal may also trigger controversy due to the human rights record of the United Arab Emirates.
