Arsenal's Rwanda Saga: A Romantic Fade-Out as £10M Sleeve Deal Ends in 2026

November, 19 2025 - Arsenal is set to end its eight-year sponsorship deal with Visit Rwanda in June 2026, marking the conclusion of one of the club’s most notable commercial partnerships. The collaboration, which began in 2018, involved Visit Rwanda, an arm of the Rwanda Development Board, becoming Arsenal’s first official sleeve sponsor. 

The decision to end the partnership has been described as mutual and reflects Visit Rwanda’s strategic move to diversify its global sports partnerships and expand into new markets.

The sponsorship deal was valued at over £10 million (about $13.3 million) per year and was among the most lucrative sleeve sponsorships in the Premier League. It not only placed the Visit Rwanda logo on the sleeves of Arsenal's men's and women's team kits but also served as a platform to promote Rwanda's tourism sector globally. 

Throughout the partnership, several promotional initiatives were executed, including Rwandan Heritage Day at Emirates Stadium and visits by Arsenal players to Rwanda, which highlighted the country’s natural attractions, such as gorilla trekking, cultural sites, and wildlife conservation efforts.

The partnership also supported grassroots football and coaching development in Rwanda, aligning with the country’s broader goals to position itself as a destination for international sporting events.