Bayern Munich joins ‘Visit Rwanda’ promotional campaign

August 28, 2023 in Investment, Travel & Tourism by Editor

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

Rwanda has signed a five-year partnership with serial German Bundesliga champions, Bayern Munich, to both promote inbound tourism and help set up a football academy to develop youth talent, however no details have been disclosed concerning the financial outlay.

Jan Christian Dreesen, the FC Bayern Chief Executive Officer, said in a statement over the weekend, “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.”

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 match day LED boards at the club’s 75,000-seater Allianz Arena and different activities will be organised to promote tourism and investment opportunities in Rwanda. Rwanda has a similar arrangement with English Premier League club, Arsenal, which was extended for another four years in 2021.

Aurore Mimosa Munyangaju, Rwanda Minister of Sports 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.”

FC Bayern Executive Board member Andreas Jung 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.”

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.”