Bayern Munich has entered a partnership with Emirates, similar to its agreement with Visit Rwanda, after ending its relationship with Qatar Airways. The deal includes pitchside advertising and joint activations on social and digital channels. However, there is no mention of a football academy in the UAE. Critics express disappointment, highlighting concerns regarding migrant workers' rights in the UAE and questioning the ethical implications of the sponsorship. A recent Amnesty International report indicates severe restrictions on freedoms in the UAE.
Two years after ending their relationship with Qatar Airways amid fan protests, Bayern Munich has signed a new partnership with Emirates, the airline owned and operated by the United Arab Emirates.
Unlike in their deal with Rwanda, the German champions make no mention of any football academy in the UAE.
I feel ashamed for Bayern,' Michael Ott, a German lawyer who led fan protests against the Qatar Airways sponsorship, is disappointed that history is repeating itself.
A 2024 report from Amnesty International said the country, made up of seven emirates including Dubai, was 'criminalizing the rights to freedom of expression and peaceful assembly.'
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