Bayern Munich’s new five-year sponsorship deal with Rwanda is stirring controversy, as critics accuse the club of engaging in “sportswashing” by partnering with a country with a questionable human rights record. The partnership, announced last month, aims to boost soccer development and tourism in the East African nation but has drawn immediate criticism.
The deal with Rwanda replaces Bayern’s previous sponsorship agreement with Qatar, which ended in June amid fan protests over the Gulf nation’s human rights record. The club’s annual general meeting in 2021 saw heated scenes, with fans condemning the Qatar partnership and demanding transparency. Qatar’s emir, Sheikh Tamim bin Hamad Al Thani, reportedly did not renew the deal, citing Bayern’s reluctance to distance itself from the protests.
Bayern CEO Jan-Christian Dreesen defended the club’s new partnership with Rwanda, denying accusations that the deal serves to deflect attention from the country’s alleged abuses. Speaking at the European Club Association general assembly in Berlin, Dreesen stated that the primary focus of the deal is on developing soccer and promoting tourism in Rwanda.
“I don’t see this as sportswashing,” Dreesen said. “We’re committed to supporting soccer in Rwanda, and the country is looking to promote tourism. This partnership is about creating opportunities, not covering up any wrongdoings.”
However, the deal has drawn sharp criticism from human rights organizations. Wenzel Michalski of Human Rights Watch called it a “very, very bad choice,” while Nick McGeehan from FairSquare Projects expressed surprise that Bayern would replace one controversial partnership with another.
“The troubling actions of Rwandan-backed militias in the Democratic Republic of Congo this year make it clear that Bayern is jumping from one controversial situation to another,” McGeehan said.
Bayern’s fan base is also divided. Christian Nandelstädt, a fan interviewed by Deutsche Welle, predicted that protests will likely occur again at the club’s games. Meanwhile, Alex Salzweger, from the Bayern fan group Club No. 12, noted that fans are planning to consult experts on Rwanda before deciding on any action but expects the topic to be raised at the club’s annual general meeting.
Rwanda’s government has faced criticism for prioritizing high-profile sponsorship deals over domestic investment. Despite this, Clare Akamanzi, CEO of the Rwanda Development Board, has defended the deals, arguing that such investments are crucial for the country’s economic growth and development.
Bayern did not disclose the financial details of the Rwanda deal, but the country already has sponsorship agreements with Premier League team Arsenal and Qatar-backed French champions Paris Saint-Germain. Rwanda has been accused of using these deals to divert attention from human rights issues, including stifling political opposition and alleged human rights abuses.
Dreesen emphasized that Bayern’s involvement in Rwanda will bring tangible benefits, including the development of youth soccer and combating poverty through tourism. He also acknowledged that the partnership brings financial benefits to the club, but insisted that Bayern is delivering value through its contributions to the country’s soccer infrastructure.
As the club prepares for its annual general meeting in November, Dreesen remains open to addressing any concerns from Bayern’s members, acknowledging the democratic nature of the club’s governance.
“We’ll see if there are critical questions at the AGM,” Dreesen said. “If so, I will answer them openly and transparently. We’ll have to wait and see if there’s another uproar.”
