German giants Bayern Munich and the Rwanda Development Board (RDB) have renewed their collaboration for another three years, extending it to 2028 — but with a major shift in focus.
The partnership, which began in 2022 as a commercial sponsorship deal under the “Visit Rwanda” tourism promotion, will now concentrate solely on developing football talent through the FC Bayern Youth Academy in Kigali.
Under the original agreement, Rwanda’s “Visit Rwanda” logo appeared on LED boards at the Allianz Arena during Bundesliga matches and featured in Bayern’s digital content, in return for sponsorship payments aimed at boosting Rwanda’s global tourism profile.
That commercial arrangement now transitions into a non-commercial partnership centred on grassroots player development, coaching programmes, and sports infrastructure in Rwanda.
Jan-Christian Dreesen, chief executive of Bayern Munich, said the new phase was born out of mutual recognition that the most valuable part of the relationship lay in Kigali.
“A very special part of our relationship with RDB was the developmental nature of our work in Kigali through the FC Bayern Academy," he said.
"We are therefore transforming our commercial partnership into a talent programme and expanding the Academy together as both a football and social initiative."
Jean-Guy Afrika, RDB’s CEO, hailed the academy’s impact so far, saying it was a model for what strategic sports collaborations can achieve.
“We are refocusing our resources to accelerate sports development, with emphasis on talent identification, coaching excellence, and sports infrastructure," he said.
"This continued partnership helps ensure talent development remains anchored in our vision to position Rwanda as a global hub for tourism, investment, and high-performance sport.”
The Kigali-based academy, established under the first deal, has already produced players attracting international attention.
Two of its products, Ndayishimiye Barthazar and David Okoce, were recently selected for the 2025 edition of the prestigious U19 Bayern World Squad, which brings together top youth talent from around the world to train and compete under Bayern coaches.
Founded in 1900, Bayern Munich is Germany’s most successful football club, with a record 33 Bundesliga titles, six Uefa Champions League trophies, and a global fan base.
The club’s foray into African football development through Kigali reflects its wider international strategy, which includes academies in Asia, the Americas, and other parts of Europe.
While the new arrangement will no longer see Rwanda’s tourism branding at Bayern matches, both sides insist the benefits will be more direct — aimed at producing elite players, strengthening Rwanda’s coaching standards, and boosting the country’s profile in global football..