Marketing & Sponsorship
FC Bayern Munich ink five-year deal with Visit Rwanda for football development
The Bundesliga club, FC Bayern Munich have inked a multi-year sponsorship deal with Visit Rwanda.
A new five-year cooperation has been formed for football development and tourist marketing. The agreement, which was announced during FC Bayern’s first home game of the season, would see the club collaborate with Rwanda’s Ministry of Sports to establish a football academy to help the country’s football growth.
Furthermore, the logo of Visit Rwanda will be shown on matchday LED boards inside the club’s 75,000-seater Allianz Arena. Along with this, other events will also be organised to highlight tourism and investment prospects in Rwanda.
Jan-Christian Dreesen, FC Bayern Chief Executive Officer, said, “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. The new platinum partnership is aligned with long-term goals. We will promote ‘Visit Rwanda’ and help Rwanda grow in sports with projects for youth football. These are challenging and responsible tasks. Africa is a continent of opportunities. For FC Bayern, this is the next important step in internationalisation.”
Andreas Jung, FC Bayern Executive Board Member Marketing, said, “I am looking forward to this new, very exciting collaboration. We will support the Rwandan Ministry of Sports in developing youth football programs, including our FC Bayern Youth Cup. We want to spread ‘Visit Rwanda’ as a tourism destination, and we also welcome the new partner to our business network.”
Aurore Mimosa Munyangaju, Rwanda Minister of Sports, commented, “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.”
Clare Akamanzi, CEO of the Rwanda Development Board, said, “The Rwanda Development Board is pleased to welcome yet another strategic partner in FC Bayern Munich. It’s been five outstanding years since the Government of Rwanda announced the Visit Rwanda campaign and adding FC Bayern as another additional partner allows us to reach out to its millions of fans across the globe and tell them to visit Rwanda. Germany is among Rwanda’s top five tourism source markets and we aim to use this partnership to attract more tourists to Rwanda, showcase investment and business opportunities and encourage all to stay in Rwanda.”
Germany has friendly ties with Rwanda. Rhineland-Palatinate, for example, has had a 40-year association with Rwanda. The Goethe Institute and the Friedrich Ebert Foundation maintain facilities in Kigali. The Federal Ministry for Economic Cooperation and Development (BMZ) works with Rwanda on the environment, power, internal and external peace, education, and employment. A “German Desk” in Kigali, Rwanda’s capital, has been set up to help with investment. Volkswagen and BioNTech have both been on the market.
Earlier in the year, the brand also inked a partnership extension with the Ligue 1 team, Paris Saint-Germain (PSG).
Recently, the record Bundesliga winners also inked sponsorship deals with PRIME, and Adyen while also renewed deals with Allianz and URSAPHARM. Bayern Munich began their German top-flight league on a good note as they secured two wins from two games. the club will next face Borussia Mönchengladbach on September 2.
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