Visit Rwanda has teamed up with Bayern Munich, one of Germany’s top soccer clubs, in a sponsorship deal that will make Visit Rwanda the official platinum partner of the club.
This exciting partnership was announced recently and is expected to have a significant impact on both the club and the country of Rwanda.
As part of the five-year deal, Bayern Munich will prominently display the “Visit Rwanda” branding on its LED pitch-side hoardings during match days at their home stadium, the Allianz Arena. This will provide Rwanda with a prominent platform to promote its tourism and investment opportunities to a global audience. Additionally, the club will engage in various promotional activities to help boost tourism and investment in Rwanda.
One of the most significant aspects of this partnership is the establishment of a football academy in Rwanda, in collaboration with the country’s Ministry of Sports. This academy will play a crucial role in developing and nurturing talent in African football. By investing in the development of the game in Rwanda, Bayern Munich aims to contribute to the growth of football in Africa as a whole.
Jan-Christian Dreesen, FC Bayern chief executive, expressed his satisfaction with the collaboration, stating, “I am very pleased with this collaboration agreed upon until the summer of 2028. FC Bayern can become active on the African continent and gather important experiences.” Dreesen also emphasised the long-term goals of the platinum partnership, highlighting Bayern Munich’s commitment to promoting Visit Rwanda and supporting projects for youth football in the country. He sees this collaboration as a significant step in the internationalisation of the club.
This is not the first time that Rwanda has entered into a similar sponsorship deal with a top European club. In May, the country extended its sponsorship deal with Paris St-Germain, one of France’s most successful soccer clubs. The initial three-year deal, signed in 2019, saw the launch of a football academy in Rwanda, and the sponsorship was subsequently extended for an additional two years until 2025. This partnership has been successful in promoting Rwanda and its football development initiatives.
By partnering with Bayern Munich, Visit Rwanda is showcasing its commitment to leveraging sports as a means to promote the country and attract visitors. As Africa continues to emerge as a promising market for tourism and investment, collaborations like this are expected to open up new opportunities for both the club and the country. Rwanda, with its scenic beauty and rich cultural heritage, has a lot to offer to tourists and investors alike.
As the state of Rwanda faces increasing scrutiny for alleged human rights abuses, a new sponsorship deal has emerged. In recent years, the government has been criticised for stifling dissent and targeting those who pose a threat. Rwanda’s sports sponsorships have also faced backlash, with accusations of using them to cover up rights violations.
Previously, Rwanda sponsored Arsenal for a substantial amount, drawing criticism considering its status as one of the poorest countries in the world. The government was accused of utilising the sponsorship to improve its reputation.
Now, Bayern’s sponsorship with Rwanda is likely to once again cause tension with its fanbase. Just earlier this year, Bayern decided not to renew its agreement with Qatar Airways due to concerns over human rights violations in Qatar.
This decision comes after significant pressure from fans who called on the club to align with internationally recognized human rights standards. By making this move, Bayern reinforces their commitment to ethical practices within their partnerships.
