Arsenal’s long-standing partnership with “Visit Rwanda” will conclude at the end of the current campaign, bringing to a close one of the Premier League’s most prominent and debated sleeve sponsorship deals.
The collaboration — launched in 2018 between Arsenal and the Rwanda Development Board (RDB) — will end by mutual decision. While both sides insist the relationship has been productive, several underlying factors influenced the move.
Rwanda Shifts Its Tourism Strategy
According to the Rwanda Development Board, the partnership has already achieved its core objectives, particularly in increasing global awareness of Rwanda as a travel destination. Tourism revenue and visitor numbers grew steadily during the deal, with Arsenal providing massive worldwide visibility.
Rwanda now plans to shift focus, broaden its promotional reach, and explore new markets. Ending the Arsenal agreement is part of this strategic adjustment as the country enters what RDB calls its “next phase” of global branding.
Pressure From Fans and Criticism Over Human Rights
Although commercially lucrative, the deal frequently faced backlash from some Arsenal supporters. Critics within the fanbase raised concerns about Rwanda’s human-rights record and questioned whether the sponsorship aligned with Arsenal’s values.
LGBTQ+ supporter groups and human-rights advocates were among the most outspoken, arguing that the partnership felt inconsistent with the club’s emphasis on inclusion. Demonstrations, online campaigns, and organised protest actions contributed to the growing unease surrounding the deal.
Regional Tensions Added to the Spotlight
International scrutiny intensified in recent years as tensions increased between Rwanda and the Democratic Republic of Congo. The DRC government publicly urged Arsenal and other European clubs to cut ties with Rwanda, accusing it of backing rebel factions in the region.
Though Arsenal and RDB did not cite political issues as a direct cause, the heightened geopolitical tension amplified pressure around the partnership.
A Successful Partnership That Naturally Reached Its End
Despite the controversy, both Arsenal and RDB emphasised the positive impact of their collaboration. Arsenal players visited Rwanda, engaged in promotional campaigns, and helped showcase the country’s tourism draws. Rwanda gained global exposure that significantly boosted its international image.
The club described the relationship as “highly successful,” but acknowledged that both sides are ready to move on.
What Arsenal Faces Next
With the sponsorship ending, Arsenal will now look for a new sleeve partner — ideally one that meets commercial expectations while aligning with supporter values and avoiding the political friction that surrounded the Rwanda deal.
A New Chapter for Both Organisations
As the season approaches its conclusion, the end of the “Visit Rwanda” partnership closes a major chapter for both Arsenal and the RDB. The separation is framed as amicable and strategic, with each party preparing for fresh opportunities on different paths.
