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Rwanda has rejected accusations by the Democratic Republic of Congo (DRC) that its football sponsorship deals with top European clubs are unethical, calling the criticism an attempt to undermine its international partnerships. The dispute adds another layer of tension between the two nations, already embroiled in a long-running conflict over security and political influence in the Great Lakes region.
The controversy erupted when DRC’s Foreign Minister, Thérèse Kayikwamba Wagner, urged Arsenal, Bayern Munich, and Paris Saint-Germain (PSG) to end their sponsorship agreements with Visit Rwanda, a tourism campaign backed by the Rwandan government. She described the deals as “blood-stained,” questioning the morality of promoting tourism while violence persisted in eastern Congo.
The region has witnessed a fresh surge in hostilities, with the M23 rebel group seizing strategic territories in recent weeks. The armed group, which has been active for over a decade, is widely believed to have Rwandan backing—an accusation Kigali has consistently denied. The conflict’s roots trace back to the aftermath of the 1994 Rwandan genocide, when perpetrators fled to Congo, triggering years of unrest over security and control of mineral resources.
In response to the foreign minister’s remarks, the Rwanda Development Board (RDB), which oversees the Visit Rwanda campaign, dismissed the allegations as politically motivated. “The Government of Rwanda rejects recent attempts by the Democratic Republic of Congo to undermine Rwanda’s international partnerships through misinformation and political pressure,” RDB stated on Thursday. The agency further warned that such rhetoric could jeopardize efforts to maintain peace and economic cooperation in the region.
Meanwhile, the DRC government has yet to issue an official response to Rwanda’s statement. The United Nations and human rights organizations have raised alarms over the humanitarian crisis in eastern Congo, documenting cases of mass displacement, sexual violence, and attacks on civilians.
Kigali maintains that its involvement in the region is defensive, accusing the Congolese army of working with armed groups that include remnants of the Hutu militias responsible for the 1994 genocide. Rwandan officials argue that these groups continue to pose a security threat across the border.
Rwanda’s sponsorship of European football clubs has been a key part of its international branding strategy. The Visit Rwanda campaign began in 2018 with Arsenal, a deal reportedly worth over £10 million ($12 million) annually. In 2023, Bayern Munich signed a five-year partnership focusing on football development and tourism promotion. PSG has been a partner since 2019.
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