The club announced on Friday that the deal will transition into a partnership focused on football development in Rwanda, specifically expanding the FC Bayern Youth Academy in Kigali.

The decision comes after a prolonged public outcry from fans and media, as well as an open letter from the DRC’s foreign minister, who called the sponsorship “blood-stained.”

The letter drew attention to Rwanda’s alleged support of the M23 rebel group in the Democratic Republic of Congo.

Although the commercial aspect of the deal, reportedly worth €5 million ($5.8 million) annually, has been cut, Bayern CEO Jan-Christian Dreesen stated the club’s commitment to the new developmental partnership remains strong.

The move puts pressure on other clubs with similar deals, like Paris Saint-Germain and Atlético Madrid, to reconsider their sponsorships.

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The extended collaboration will continue to spotlight Rwanda as a premier travel and cultural destination.

As part of the new phase, the Visit Rwanda logo will be featured on the training kits of Paris Saint-Germain’s U.S. and Canada-based academies and on the sleeve of the men’s first team jersey during the FIFA Club World Cup in 2025.

“This partnership has contributed significantly to positioning Rwanda as a leading destination for tourism and investment—and a beacon for talent, sports, and cultural innovation,” said Jean-Guy Afrika, CEO of the Rwanda Development Board.

“Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global Paris Saint-Germain community.”

A central pillar of the renewed partnership remains youth empowerment. PSG Academy Rwanda, launched under the initial agreement, has already provided more than 400 young Rwandans with access to elite football training, education, and mentorship.

The academy’s success was underscored in 2022 when Rwanda’s U13 team won the PSG Academy World Cup.

Since its inception in 2019, the partnership has introduced millions of fans to Rwanda through storytelling, matchday features, and branding at the Parc des Princes. Elements such as serving Rwandan coffee to fans in Paris have also connected global audiences to Rwanda’s hospitality and culture.

Victoriano Melero, CEO of Paris Saint-Germain, said: “Together, we help showcase the cultural richness and natural beauty of Rwanda, while demonstrating that football can inspire and bring communities around the world closer together.”

The partnership’s next chapter will continue to elevate Rwanda’s international profile while reinforcing its commitment to community engagement, cultural exchange, and youth opportunity.

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In a press statement released yesterday, EasyGroup EXP LTD expressed regret over the RDB’s decision, which was communicated through a termination notice on June 18, 2024. The notice cited the provisions of their binding contract but did not specify any breach by EasyGroup EXP LTD or provide justification for the termination.

Despite this setback, the company reassured its partners, sponsors, legends, and the public that the VCWC 2024 event will continue as planned. The championship has garnered significant global interest, with legendary players from around the world set to participate.

EasyGroup EXP LTD emphasized that the RDB’s withdrawal only marks the end of their partnership and does not cancel the event. The company remains committed to delivering a successful tournament, ensuring that the show will go on.

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