Bayern Munich and Visit Rwanda sign five-year deal

Rwanda announced last week that it had entered into a five-year collaboration with the German football club Bayern Munich to promote tourism in the East African nation and establish a football academy.

This announcement occurred during FC Bayern’s inaugural home game of the season. As part of this partnership, the club will partner with Rwanda’s Ministry of Sports to establish a football academy, aiming to enhance football development within the country.

Bayern Munich, which secured its eleventh consecutive national title last season and boasts six UEFA Champions League victories, has also committed to establishing a football academy in the country.

Visit Rwanda branding will be featured on matchday LED boards at Bayern Munich’s 75,000-seat Allianz Arena, with various activities planned to promote tourism and investment prospects in Rwanda.

Rwanda is expanding its visibility to another European football league, following its sponsorship of the London club Arsenal in England and its partnership with Paris Saint-Germain in France. These efforts have collectively generated over $160 million (€148 million) and attracted a million visitors, resulting in an additional $445 million (€412 million) in economic impact.

The specific financial details of this partnership are not publicly disclosed.

Rwanda’s Minister of Sport, Aurore Mimosa Munyangaju, expressed her enthusiasm about the collaboration: “We’re thrilled to partner with FC Bayern to support the development of youth football for boys and girls in Rwanda. We look forward to setting up the FC Bayern Academy where their expert coaches will share knowledge of the game with local coaches and players. The potential is there for Rwandans to excel in football and this partnership provides a great platform for Rwanda to strive for excellence in sports.”

Jan-Christian Dreesen, the CEO of Bayern Munich, described Africa as a continent of opportunities and highlighted this partnership as a significant step in the club’s international expansion.

Over the past five years, the Rwandan government has made substantial investments in the realm of sports, aiming to attract tourists and investors while enhancing the country’s international reputation.