Rwanda is once again at the forefront of global football, captivating the world’s attention with a groundbreaking partnership between “Visit Rwanda,” the nation’s international tourism campaign and Germany’s premier football club, FC Bayern Munich. This strategic alliance, solidifying Rwanda’s status as FC Bayern Munich’s official tourism partner for East, Central and Southern Africa until 2028, has unveiled a new era of sports diplomacy and tourism promotion, following the footsteps of prestigious affiliations with Arsenal and Paris Saint-Germain.
In a dazzling revelation during FC Bayern Munich’s first home game of the season, the world was introduced to the platinum-level partnership between “Visit Rwanda” and the distinguished football club. This collaboration, meticulously crafted by the Rwanda Development Board (RDB), sets the stage for Rwanda to prominently shine on the global football stage, alongside some of the world’s most elite clubs.
This historic partnership is a testament to President Paul Kagame’s visionary approach to international sports affiliations. Rwanda’s journey began with a landmark partnership with England’s Premier League giants, Arsenal and subsequently extended to France’s Ligue 1 champions, Paris Saint-Germain. Now, with FC Bayern Munich on board, Rwanda stands as a true global contender in the world of football and tourism.
A striking feature of this collaboration is the prominent placement of the “Visit Rwanda” logo on the illuminated panels surrounding FC Bayern Munich’s iconic Allianz Arena. With its awe-inspiring seating capacity of 75,000 spectators, this partnership ensures that Rwanda’s beauty and hospitality will be showcased to a global audience during every home game. The stadium will become a canvas for Rwanda’s breathtaking landscapes and vibrant culture.
FC Bayern Munich, a club steeped in a legacy of eleven consecutive national titles and six UEFA Champions League triumphs, is not just bringing tourism opportunities to Rwanda but is also making a lasting impact on the country’s football landscape. Part of this collaboration includes the establishment of a football academy within Rwanda, further enhancing the nation’s football prowess. While specific financial details remain confidential, the commitment to this endeavor by FC Bayern Munich signifies their dedication to Rwanda’s sports development.
Rwanda’s Minister of Sport, Aurore Mimosa Munyangaju, is enthusiastic about the partnership’s potential: “We are delighted to be partnering with FC Bayern to support the development of football for boys and girls in Rwanda. We are looking forward to creating the FC Bayern Academy where their expert coaches will be able to share their knowledge of the game with local coaches and players.”
Jan-Christian Dreesen, CEO of Bayern Munich, expressed the broader significance of this partnership, stating, “Africa is a continent of opportunities. For FC Bayern, it is the next important step in our internationalization.”
Over the past five years, the Rwandan government has made substantial investments in sports, aiming to attract tourists, investors and elevate the nation’s international profile, transcending the shadows of its tragic history. Clare Akamanzi, CEO of the Rwanda Development Board, welcomed this milestone, highlighting the remarkable progress since the inception of the Visit Rwanda campaign five years ago.
Beyond football partnerships, Rwanda is actively involved in organizing international sporting events, including the upcoming World Road Cycling Championships in 2025 and hosting the 73rd Congress of the International Football Federation (FIFA). The partnerships with Arsenal and PSG have already yielded remarkable results, generating substantial revenue and attracting a million visitors.
With this latest alliance with FC Bayern Munich, Rwanda continues to prove that it is not only a destination for breathtaking landscapes but also a rising star on the global football stage, with a future as bright as the smiles that welcome visitors to the Land of a Thousand Hills.