Arsenal FC to end long-term Visit Rwanda partnership

Arsenal Football Club have announced that their long-standing partnership with the Rwanda Development Board will conclude at the end of the 2025/26 season.

The club have stated that the decision aligns with the Rwandan board’s “broader strategy to diversify its global sports partnerships and expand into new markets that support the next phase of its tourism and investment ambitions.”

The partnership has been criticised and mired in controversy ever since its announcement over seven years ago. The government of the East African nation, criticised for investing in a foreign football club from the coffers of the country’s crucial developmental aid, as well as for its backing of the M23 militia in the neighbouring Democratic Republic of the Congo, has defended the partnership, with both the club and the board claiming an uptick in tourism in Rwanda on the back of Visit Rwanda partnerships with major sporting organisations worldwide.

Richard Garlick, Chief Executive Officer, Arsenal FC, commented:

“Our first-ever sleeve partnership with Visit Rwanda has been a significant journey. Over many years, we’ve worked together to raise global awareness of Rwanda’s tourism and conservation efforts and built many new connections with our supporters across Africa.  The commitment and support of Visit Rwanda throughout our partnership has played an important role in driving forward our ambitions – helping us invest in our long-term vision to win major trophies, in a financially sustainable way. We thank the Rwanda Development Board for their partnership and what we’ve delivered together.”

Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board, added:

“We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world, driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match. And whilst we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support, partnership, and shared belief in Rwanda’s story over the past eight years. We look forward to continuing our relationship with the wider Kroenke Sports & Entertainment Group through our recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles, and we remain a fully committed and engaged partner of Arsenal’s men’s and women’s teams for the remainder of the season. We wish them all the very best in their continuing quest for even more sporting success in the months ahead.”

Arsenal FC brought on board the Rwanda Development Board on an initial three-year deal in May 2018, which made “Visit Rwanda” their Official Tourism Partner as well as the first-ever official sleeve sponsor for their matchday shirt.