Arsenal Football Club and the Rwanda Development Board (RDB) have agreed to conclude their high-profile partnership at the end of the 2025/26 season, marking the close of an eight-year collaboration that reshaped global sports marketing and elevated Rwanda’s tourism profile.
Launched in 2018, the partnership made Visit Rwanda Arsenal’s first-ever Official Sleeve Partner, placing the country at the centre of the global football spotlight. According to both parties, the decision to end the agreement reflects Visit Rwanda’s strategic shift toward diversifying its international sports partnerships as it targets new markets to drive tourism and investment.
Over the past eight seasons, the partnership has surpassed its original objectives, significantly boosting Rwanda’s visibility, conservation messaging, and tourism growth. Visitor arrivals reached 1.3 million in 2024, while tourism revenues hit US$650 million — a 47% increase since the partnership began.
The conclusion of the partnership comes against the backdrop of mounting political pressure. In February, the Democratic Republic of Congo (DRC) publicly appealed to Arsenal, Paris Saint-Germain and Bayern Munich — all of whom carry Visit Rwanda branding — to terminate what it described as “blood-stained” sponsorship deals, accusing Rwanda of fuelling instability amid the country’s worsening humanitarian crisis.
The appeal intensified activism in Europe, with a campaign group known as Gunners for Peace staging a protest outside the Emirates Stadium during last season’s Champions League semi-final against PSG. Demonstrators held a banner reading “Drop Visit Rwanda” and distributed armbands for fans to cover the Visit Rwanda sleeve logo on Arsenal kits.
It is not clear whether this influenced conclusion of the partnership.
The collaboration featured several standout moments, including Rwanda Heritage Day at the Emirates Stadium and multiple visits by Arsenal players and legends such as Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe and Laia Codina. Their tours highlighted Rwanda’s natural and cultural attractions—from gorilla trekking in Volcanoes National Park and Big Five safaris in Akagera, to Nyungwe’s canopy walk and Lake Kivu’s leisure experiences. Many also took part in Kwita Izina, Rwanda’s iconic annual gorilla naming ceremony.
Beyond tourism promotion, the partnership supported Rwanda’s ambitions to become a continental sporting hub, helping the country host major international events and delivering grassroots football programmes that have benefited hundreds of young Rwandans.
Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board, hailed the collaboration as “groundbreaking,” noting that it advanced Rwanda’s global profile faster than traditional campaigns could.
“We are proud of what this partnership has achieved,” he said. “While we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support and belief in Rwanda’s story.”
He added that Rwanda looks forward to continued engagement with the wider Kroenke Sports & Entertainment family through new partnerships with the LA Rams and SoFi Stadium.
Arsenal CEO Richard Garlick praised Visit Rwanda’s commitment, describing the partnership as pivotal in strengthening the club’s African fanbase and supporting its long-term ambitions.
“Our first-ever sleeve partnership with Visit Rwanda has been a significant journey,” Garlick said. “Their support has played an important role in driving our ambitions and helping us invest sustainably in our vision to win major trophies.”
Both sides will maintain a full working relationship until the end of the 2025/26 season.
