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.
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Rwanda’s tourism has seen growth attributed partly to the increased global visibility from this sponsorship, with visitor arrivals reaching 1.3 million in 2024 and generating approximately $650 million in revenue.
However, the partnership attracted controversy and criticism. Some Arsenal supporter groups and political entities called for the club to end the deal, citing human rights concerns, particularly related to Rwanda's alleged support for militia groups in neighboring Democratic Republic of Congo.
This controversy was amplified by a diplomatic row involving appeals from the Democratic Republic of Congo and a UK government halt in aid to Rwanda over the conflict. Despite these concerns, the sponsorship remained active until its agreed conclusion.
Arsenal’s CEO Richard Garlick acknowledged the end of the partnership, highlighting its role in enhancing the club’s engagement with African supporters. The Rwanda Development Board also expressed satisfaction with how the partnership exceeded its original goals and emphasized its intention to explore new sporting partnerships globally.

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