Arsenal to end Visit Rwanda deal after sustained criticism

Arsenal have confirmed that their partnership with Visit Rwanda will end in June 2026, closing an eight-season agreement that became one of the most visible commercial collaborations in the club’s recent history.

The announcement marks the conclusion of Arsenal’s first-ever sleeve sponsorship and follows a joint decision between the club and the Rwanda Development Board to move on after a deal that began in 2018.

Arsenal said the decision reflects Visit Rwanda’s strategy to diversify its sports partnerships and focus on new international markets.

The partnership was worth more than £10m per year and was renewed in 2021, but it had attracted sustained criticism from some supporters who felt the agreement conflicted with the club’s values.

The fan group Gunners for Peace staged protests last season, including demonstrations outside the Emirates Stadium during European fixtures, urging the club to drop the sponsorship.

Their criticisms were tied to concerns over Rwanda’s political environment and the UK government’s decision earlier this year to suspend aid to the country over alleged support for the M23 rebel group in the Democratic Republic of Congo.

Arsenal insisted the partnership had met and exceeded its original aims, highlighting its role in promoting conservation, tourism and community development projects across Rwanda.

The club also said the revenue contributed to its commitment to invest sustainably in the football operation.

Chief executive Richard Garlick praised the eight-year collaboration and said Visit Rwanda’s support had helped reinforce the club’s long-term ambitions on and off the pitch.

He added that the relationship had strengthened connections with Arsenal’s fanbase across Africa and showcased Rwanda’s natural and cultural landmarks to a global audience.

Visit Rwanda pointed to strong tourism growth since the partnership began, citing more than 1.3 million arrivals in 2024 and a 47 per cent rise in tourism revenue compared with 2018.

The Rwanda Development Board described the deal as a breakthrough for national tourism promotion and said the country now intends to expand its presence into new sports and regions.

The club confirmed that Visit Rwanda will continue as an active partner for the remainder of the current season before the agreement formally concludes next summer.

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