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After the conclusion of the 2025/2026 football season, Arsenal’s notable sleeve sponsorship with Rwanda will officially end, marking the close of one of the Premier League’s most prominent partnerships and one of Africa’s most ambitious tourism promotion initiatives.
Since its inception in 2018, the Visit Rwanda emblem has been prominently displayed on Arsenal’s matchday sleeves, stemming from a landmark £80 million deal aimed at elevating Rwanda’s profile as a premier destination for tourism and investment worldwide.
Valued at over $100 million, this collaboration is widely regarded as one of the most impactful national branding efforts within international football.
Understanding the Conclusion of the Arsenal-Rwanda Partnership
According to investigative reports by The New York Times, Arsenal and the Rwanda Development Board (RDB) engaged in nearly a year-long dialogue about extending their agreement. Ultimately, the club decided against renewing the contract further.
This decision coincides with mounting criticism from human rights organizations and a vocal segment of Arsenal’s fan community, who have expressed concerns regarding Rwanda’s political climate, including allegations of restricted civil liberties and purported support for the M23 rebel faction in the Democratic Republic of Congo.
Notably, during the Champions League semi-final in April 2025, supporters displayed protest banners opposing the sponsorship, highlighting the growing unease surrounding the partnership.
Despite these controversies, the sponsorship remained one of the most visible sleeve deals in global football and played a pivotal role in Rwanda’s international rebranding strategy.
How the Campaign Revolutionized Rwanda’s Tourism Landscape
Launched in 2018 with an annual investment of £10 million, the partnership quickly became a cornerstone of Rwanda’s tourism and investment promotion efforts. The RDB attributes several key achievements to this collaboration:
- Tourist arrivals rebounded robustly from pandemic lows, reaching 1.36 million visitors in 2024.
- Tourism-generated revenue surged to an estimated $650 million in 2024, marking a 47% increase compared to the partnership’s inaugural year.
- Rwanda solidified its reputation as a leading tourism and conference destination within Central Africa.
The agreement also encompassed promotional tours, grassroots football development programs, youth engagement initiatives, and environmental conservation efforts. Arsenal icons such as Alex Scott, Bacary Sagna, and Mathieu Flamini made multiple visits to Rwanda, attracting extensive international media attention valued in the tens of millions of pounds.
Belise Kariza, former chief tourism officer at the RDB, noted a swift shift in global perception. A 2019 survey revealed that 50% of Arsenal fans polled were now considering Rwanda as a travel destination-a significant leap from previous years.
RDB CEO Highlights Partnership’s Exceptional Impact
Jean Guy Afrika, CEO of the Rwanda Development Board, lauded the eight-year alliance as a pioneering example for tourism boards worldwide.
He emphasized that the fusion of football, digital storytelling, and destination branding enabled Rwanda to reach audiences that conventional marketing strategies could not effectively engage.
“This partnership has been transformative, accelerating global recognition of Rwanda far beyond what traditional campaigns could achieve,” Afrika stated in an official Arsenal press release.
Furthermore, Afrika confirmed that Rwanda intends to sustain its relationship with Kroenke Sports & Entertainment, Arsenal’s parent company, through ongoing collaborations involving the LA Rams and SoFi Stadium.
Arsenal CEO Reflects on a Landmark Commercial Endeavor
Richard Garlick, Arsenal’s chief executive, described the partnership as a defining chapter in the club’s commercial history.
“This was our inaugural sleeve sponsorship and a significant milestone. Together, we enhanced global awareness of Rwanda’s tourism and conservation initiatives while strengthening our connection with fans across Africa,” Garlick remarked.
The exposure of the Visit Rwanda brand-across live broadcasts, stadium signage, and social media platforms-was estimated to be worth £36 million in its first year alone.
Tourism Recovery and Strategic Outlook
Rwanda experienced record-breaking tourist arrivals in 2018 and 2019, with 1.51 million and 1.54 million visitors respectively. Although the COVID-19 pandemic disrupted this upward trajectory, the sector has been steadily recovering since 2023.
Looking ahead, Rwanda is actively exploring new markets and considering additional sports-related partnerships to sustain and amplify its global visibility following the conclusion of the Arsenal deal.
Officials remain confident that the international exposure gained over the past eight years will continue to yield substantial long-term benefits for Rwanda’s tourism and investment landscape.
