As the M23 rebel group continues its advance in eastern DR Congo, calls are growing for Arsenal, Paris Saint-Germain, and Bayern Munich to end their Visit Rwanda sponsorship deals. The demand comes after the UN reported that more than 400,000 people have been displaced this year, with Rwanda accused of backing the militant group.
A panel of UN experts claims that Rwanda’s military holds “de facto control” over M23 operations, while DR Congo’s Foreign Minister, Thérèse Kayikwamba Wagner, has formally written to the clubs’ owners, urging them to reconsider their partnerships.
“Blood-Stained Sponsorship Deals”
In her letter to Arsenal, Wagner alleged that funding from Visit Rwanda’s sponsorships could be linked to illicitly mined minerals from occupied areas of DR Congo, which are smuggled across the border and exported from Rwanda.
“Rwanda’s culpability for the ongoing conflict has become incontrovertible,” she wrote. “It is time Arsenal ended its blood-stained sponsorship deals with this oppressor nation. If not for your own consciences, then do it for the victims of Rwandan aggression.”
Arsenal, PSG, Bayern, and Visit Rwanda have been contacted for comment but have yet to respond.
Why Are the Visit Rwanda Deals Controversial?
The Visit Rwanda campaign, launched in 2018, has been a key part of Rwanda’s global branding strategy. However, critics argue that the country is using sports sponsorships to whitewash its human rights record—a practice commonly referred to as sportswashing.
- Arsenal’s sleeve partnership, renewed in 2021, is valued at £10 million ($12.4 million) per year.
- PSG signed a sponsorship agreement with Rwanda in 2019.
- Bayern Munich entered a five-year partnership in 2023, aimed at football development and tourism promotion.
Meanwhile, Rwanda’s sports ambitions continue to grow. President Paul Kagame recently announced a bid to host a Formula 1 race, and the country will stage cycling’s World Road Championships in September. The UCI (cycling’s governing body) confirmed last Friday that there are “no plans” to relocate the event.
Human Rights Watch (HRW) has condemned these sponsorships, arguing that they help conceal Rwanda’s “abysmal track record” on human rights.
“Rwanda has major flaws in due process, violating both its own laws and international standards,” said HRW’s Lewis Mudge. “We are seeing increasing restrictions on freedom of expression and political autonomy.”
However, Rwanda’s government has dismissed these accusations. Irene Murerwa, the country’s chief tourism officer, called the claims “a distraction” from the “amazing and outstanding achievements Rwanda has made.”
Crisis in Eastern DR Congo Intensifies
The crisis in eastern DR Congo has rapidly escalated in recent weeks. On Sunday, the UN reported that 700–people had been killed in fighting near Goma, the capital of North Kivu province.
- 2,800 people have been injured.
- The M23 rebels, backed by Rwanda, have taken control of Goma.
- The group is now advancing south toward Bukavu, the capital of South Kivu.
M23, a Tutsi-led militia, claims to be fighting for the protection of minority rights. However, DR Congo’s government accuses Rwanda of using the group to seize control of the region’s vast mineral resources.
Despite growing evidence, Rwanda denies any direct military involvement, insisting its troops are stationed near the border solely for defensive purposes.
With international pressure mounting, the future of Visit Rwanda’s sponsorships remains uncertain. Whether Arsenal, PSG, and Bayern will sever ties in response to these allegations is yet to be seen.
