About 6.000 kilometers separate the Bavarian metropolis of Munich and Kigali, the capital of Rwanda. Those two different worlds are now connected by a new sponsorship deal.
Rwanda wants to attract more tourists to East Africa through the state campaign "Visit Rwanda" in Munich's "Allianz Arena".
It is not known how many million euros Rwanda is paying for the contract, which was concluded until 2028. A so-called "platinum partnership" such as this usually has to pay at least five million euros per year.
"A very, very bad choice," criticizes Vencel Mihalski from the international organization Human Rights Watch.
He points to human rights violations in Rwanda. Critics of the government, including journalists, are under various pressures in Rwanda. There are reports of abductions, torture and unsolved deaths.
A dose of shock is also present among the critical fan base in Munich. Christian Nandelstadt is active in fan circles and a blogger. Speaking to DW, he says firmly: "We reject it."
"Sportswashing" of a dictatorship?
Opinions differ in Kigali about this multi-million dollar sponsorship that should polish Rwanda's image. It is said that the dictatorial regime of Paul Kagame is using this campaign to divert attention from the problems of media freedom, democracy and the fight against poverty.
Publicist Gonza Mugangwa, former secretary general of the Rwanda Journalists' Association, says that this is also an important matter, but it is not crucial.
"The majority of the Rwandan population is really concerned about whether it is worth investing so much money," he tells DW.
Of course, people are proud when their country is so prominent, he says. But he adds that he is skeptical that the matter will ultimately work in favor of the people of Rwanda.
"That would be the case if revenues came from tourism and were directly linked to this sponsorship agreement."
This is difficult to achieve in practice, claims our interlocutor, and that is why he does not see "any profit from direct sponsorship relations with clubs."
Bayern fan Charles Ndushabandi, on the other hand, sees the whole thing positively:
"I am sure that Rwanda as a brand will become more famous after signing these contracts. Not only in Africa, but also in Europe and South America, because these are big football clubs that are followed by millions of people."
First Qatar, now Rwanda
Bayern CEO Jan-Kristijan Dresen rejects the criticism.
"We see Africa as a continent of opportunities. We are not the first, and we will not be the last, to start engaging in Africa. More intensive activities on that continent are part of our internationalization strategy," says this 55-year-old.
Drezen adds that Bayern supports children's and youth football, with the hope that in this way they will find new talents who could one day wear the shirt of the Bavarian club.
However, the Bayern fan scene is critical of this business. Many are shocked and do not believe what is happening.
After the end of the partnership with Qatar Airways, which was the subject of numerous criticisms, "there were a few quiet weeks," Kristian Nandelstadt told DW, "and now this!"
Again, he says, deals are being made with a dictatorship, a five-year contract is being drawn up again:
"It is very difficult to understand why? The club is swimming in money."
Nandelstadt says that new protests should be expected in the south stand of the stadium, where the most ardent fans are.
A connection between Rwanda and Qatar?
Why did they choose Rwanda in Munich? It seems that this is not a coincidence. President Kagame has close relations with the Qataris, ties that reach the highest circles and even the Emir's palace.
Also, Qatar Airways, a former sponsor of Bayern Munich, is one of the biggest players in Rwanda. Qatar Airways owns about 50 percent of state-owned Rwanda Air, and controls 60 percent of the huge airport currently under construction south of Kigali.
Interviews with foreign observers in Kigali reveal who profits most from international financial flows and tourism, where prices for services are generally high. The majority of the economy is controlled by the ruling RPF party.
The much talked about and praised economic prosperity is concentrated mainly in the capital. Clean streets, sparkling glass facades, golf courses like the one designed by the legend of the sport Gary Player - these are the things that await visitors in Kigali.
But poverty still reigns in the province. Floods caused many problems to people in May this year. Millions of euros that will "leak" into the Bundesliga could be wisely invested there.
An opportunity for young talent?
The road to Europe's top football leagues is a long one, even for young people who come through the extremely competitive youth selection systems in Germany or France. The new agreement will not be a reversal in this regard.
The best that can be achieved is that this agreement opens the door to Rwandan talent in a small way. Sports journalist Zha du Dukuze, who edits one of the leading sports shows in Rwanda, tells DW:
"Sponsorships certainly have a certain effect. Cooperation with PSG, for example, was important for the development of young players who would one day like to become professionals."
Boys aged 12 to 15 went to France twice to compete with their peers:
"It's a rare opportunity," says the journalist. Creating such opportunities, regardless of the million-dollar deal with Rwanda, is now a task that Bayern have taken on.
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