In 2023, Bayern Munich struck a deal with Rwanda that saw the African nation’s tourism brand, “Visit Rwanda,” prominently featured by the club. This five-year partnership, valued at over €5 million annually, follows similar sponsorships by English club Arsenal and French team Paris Saint-Germain. The deal has been positioned by Bayern as a way to promote Rwanda’s tourism and support its development, including initiatives like building a youth football academy in the country. However, the partnership has sparked controversy, particularly from the Democratic Republic of Congo (DRC), which has called for the deal to be terminated.
Therese Kayikwamba Wagner, the DRC’s Foreign Minister, sent a letter to Bayern Munich, Arsenal, and Paris Saint-Germain, urging them to reconsider their associations with Rwanda. Wagner’s plea was a response to the ongoing violence and instability in eastern DRC, which she blames on Rwanda’s involvement in the region’s conflict. Rwanda’s military support of the M23 rebel group, accused of various atrocities, has drawn widespread international condemnation. Wagner’s letter condemns the sponsorship deals as tacit approval of Rwanda’s actions, accusing the clubs of enabling the country’s oppressive image while it fuels violence across its border.
Bayern Munich has not made a public statement about the letter, and their CEO, Jan-Christian Dreesen, defended the Rwanda partnership after its inception in 2023. Dreesen emphasized the mutual benefits of the agreement, highlighting Bayern’s contributions to Rwanda’s football development and the promotion of the continent as a place of opportunity. He argued that by investing in Rwanda’s growth, Bayern was not only expanding its brand but also positively impacting a developing country. This partnership follows closely on the heels of Bayern’s controversial sponsorship deal with Qatar, which faced significant backlash from the club’s fanbase over Qatar’s human rights record, particularly its treatment of dissent during the 2022 World Cup. The issues with Qatar led to protests, with many Bayern supporters questioning the alignment of such sponsorships with the club’s values.
The deal with Rwanda provides Bayern Munich with both financial and strategic benefits, as they look to enhance their international presence, particularly in Africa. Dreesen referred to Africa as a continent brimming with potential and opportunities, seeing the sponsorship as a step forward in Bayern’s global expansion. However, there are growing concerns about the ethical ramifications of such deals. While the financial compensation might seem attractive, critics argue that the reputational damage could outweigh any benefits, particularly as Bayern continues to expand its profile globally.
For Rwanda, the sponsorship deals with major football clubs like Bayern Munich, Arsenal, and PSG serve as a means to project a modern, progressive image to the world. Rwanda, under President Paul Kagame, has spent significant sums promoting itself through sports sponsorships, including cycling events and aspirations for Formula 1 involvement. These moves aim to portray Rwanda as a safe, developed nation, despite the ongoing human rights concerns tied to its government’s activities, especially in neighboring DRC. Critics, including journalist Michela Wrong, argue that these sportswashing efforts mask the darker realities of Rwanda’s actions in the region.
With tensions rising in the DRC and increasing international calls for Rwanda to cease its military support for rebel groups, the situation is becoming more politically charged. Major international powers, including France, the UK, and Germany, have taken stances against Rwanda’s actions in the region, with some calling for sanctions or a halt to aid. Bayern Munich, alongside its sponsors Arsenal and PSG, is now faced with the difficult decision of whether the revenue generated by these partnerships is worth the potential fallout from such a politically sensitive issue.
Given the passionate nature of German football fans, Bayern Munich may face considerable internal pressure to sever ties with Rwanda, much like the backlash it faced over its Qatar sponsorship. Fans may voice their concerns during Bayern’s matches, with potential protests or demonstrations during games, particularly as the club prepares for its next Bundesliga fixture against Werder Bremen. The club, known for its global appeal, may ultimately decide that, like with Qatar, the financial rewards of such partnerships may not be worth the growing reputational risks.
