Rwanda's Visit Rwanda tourism brand becomes Bayern Munich sleeve sponsor

In spring 2023, Bayern Munich announced a partnership with Visit Rwanda, the tourism brand run by the Rwanda Development Board, the country's state investment and promotion agency. The multi-year deal put the logo on the sleeves of the club's shirts, starting with the 2023–24 season.

It followed similar agreements Rwanda had made with Arsenal in 2018 and Paris Saint-Germain in 2019. The strategy aimed to raise the small East African country's profile among European fans and to attract tourists, investors and conferences. Rwanda is known for its mountain gorillas, which draw many visitors.

The deal was also controversial. Critics, including some Bayern supporters and human rights groups, argued that it helped improve the image of the government of President Paul Kagame, which faces accusations of repression and of backing rebels in neighbouring Congo. Rwanda rejects such charges. Supporters of the deals pointed to the revenue and visibility tourism brings.

The agreement became a reference point for other African countries and tourism boards that considered using football sponsorship, including at far smaller clubs, to promote themselves abroad.