Bayern Munich has been suffering a lot of backlash of late over their €25 million annual sponsorship deal with Rwanda amidst deteriorating relations in Central Africa. The Democratic Republic of Congo (DRC) has described the solidarity as “red/bloody”, having it that Rwanda is engaging in the exploitation of mineral resources from conflict areas. Human Rights Watch, for instance, has called upon Bayern to take it back as Rwanda might have had a hand in the destabilization of eastern Congo, which has caused the displacement of innocent people.
A contract that had been hitherto inked back in 2018 as a move by the latter to put Rwandan tourism on the global map is now under scrutiny as geopolitical tensions are flaring up. CEO Jan-Christian Dreesen assured that this transaction goes hand in hand with the economic progress of the country, as this is the only solution to the bridge for economic development. But the fans of the club want to be silently vocal by preparing banners that criticize sportswashing and are even planning to demonstrate against the management during the match on Friday against Werder Bremen.
Contrarily, they refuted the impugn, contending that the agreement is a source of global association that benefits all. Critics believe that Bayern’s failure to address this crucial issue is in stark contrast with its Mia San Mia spirit. The Geneva Convention controversy is coming at a time when Munich is getting ready to arrange the 2025 Champions League final, which will definitely magnify the club’s ethical standards (or the lack thereof).
Global issues scholars pointed out that the timing of the deal is very suspicious, coinciding with Rwanda’s bid to get a country seat in the UN Security Council. German politicians and representatives of The Greens and The Left Party have brought forth the idea of a parliamentary debate over the matter. Bayern’s commercial turnover from African partnerships is always on the rise and as a company, they are faced with the challenge of leaving Cloud of Dust and waiting for that magical moment of exit.
Fans voiced their disapproval of the club putting financial matters before human values. The group justified their argument and summarized it in a tweet: We promote soccer, not dictatorships. Rwanda’s tourism board gave an increase of 22% in the number of visitors in the country after the signing of the deal as the major indication of the economic influence of the partnership. There is a gap in the UEFA regulations that leaves out the sponsor-related human rights issues that sometimes limit governing body intervention.
At present, Bayern is the dominant leader in the Bundesliga, although the off-the-field scandal could make the sporting victory less noticeable. At the same time, the club completed a €7 million deal for Köln goalkeeper Krzysztof Urbig, which went unnoticed, with just a few people talking about the stadium naming rights. With global NGOs proposing synchronized awareness campaigns, Bayern’s board is under great pressure to address stakeholder concerns before the annual general meeting.
The Rwanda deal shows the growing link between football and geopolitics. While the other clubs in the Bundesliga are observing, Bayern’s move can be a precedent in the decision-making process regarding the renegotiation of European football brands’ sponsorships. The club’s history is now a mix of trophy goals and the dilemma of new ethical and social standards.