Rwanda Signs 5-Year Sports Tourism Deal With FC Bayern Munich


East African nation, Rwanda have signed a five-year football development and tourism promotion partnership with German Football Club, Bayern Munich. The European football giants announced this on 27 August 2023.

The partnership, unveiled during FC Bayern’s first home game of the season, will see the club work specifically with Rwanda’s Ministry of Sports to set up a football academy to strengthen the development of football in the country.

In addition, the club will display ‘Visit Rwanda’ branding on matchday LED boards at the club’s 75,000-seater Allianz Arena and different activities will be organised to promote tourism and investment opportunities in the country referred to as the Land of a Thousand Hills.

Jan-Christian Dreesen, Chief Executive Officer FC Bayern, 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 internationalization.”

Andreas Jung, Executive Board Member Marketing FC Bayern, 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.”

Minister of Sports, Aurore Mimosa Munyangaju said: “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 RDB, 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 good relations with the East African country. For instance, Rhineland-Palatinate has maintained a partnership with the Land of a Thousand Hills for 40 years. The Goethe Institute and Friedrich Ebert Foundation have offices in Kigali. The Federal Ministry for Economic Cooperation and Development (BMZ) is engaging with Rwanda in the fields of climate, energy, internal and external peace, education, and employment. A “German Desk” in the capital city of Kigali is intended to support investments. Volkswagen and BioNTech are already in the market.

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