The government of Rwanda has officially concluded its seven-year partnership with Arsenal FC, marking the end of one of the most visible tourism-promotion deals in global sports. In a statement released by the Rwanda Development Board (RDB), the institution confirmed that both parties “mutually agreed to conclude their partnership at the end of the current season,” which ends in June 2026.
Arsenal also issued a statement acknowledging the end of the agreement with what it described as its “first official sleeve partner,” a deal under which the Visit Rwanda logo has appeared on the club’s shirt sleeve and promotional assets since 2018. The initial three-year agreement was renewed in 2021 and was approaching its natural conclusion, but Rwanda opted not to extend it.
According to Arsenal’s 2023–2024 financial report, the club received $13.4 million per year roughly Rwf 20 billion under the sponsorship arrangement. The partnership was among the most discussed global sports marketing deals involving an African nation, drawing both praise and criticism throughout its duration.
In recent weeks, reports suggested that discussions were underway to determine whether the agreement would be renewed. RDB’s announcement indicates that Rwanda is shifting its tourism-promotion strategy toward “new and emerging markets” as part of its next growth phase. According to the agency, the partnership has supported Rwanda’s tourism visibility, contributing to 1.3 million visitors recorded last year.
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RDB further notes that since the launch of the Visit Rwanda campaign with Arsenal, tourism revenue has grown by 47 percent, reaching $650 million a figure it attributes partly to increased exposure through sports partnerships.
Despite the commercial success, the deal has not been without controversy. A section of Arsenal supporters had recently called on the club’s board not to renew the agreement, accusing the Rwandan government of supporting the M23 movement in eastern Democratic Republic of Congo allegations the government of Rwanda strongly denies. Kigali maintains that it has no role in the conflict and insists that its actions in the region are limited to national security concerns.
The chief executive of RDB, Jean-Guy Afrika, praised the achievements of the collaboration, describing the partnership as a “source of pride” that delivered significant global visibility for the country. Arsenal’s chief executive Richard Garlick echoed this sentiment, saying the club was proud to have helped Rwanda amplify its tourism brand on the international stage.
President Paul Kagame, an outspoken Arsenal supporter, has been one of the most recognizable public figures associated with the club during the partnership, often commenting on team performance on social media and publicly supporting the campaign.
Beyond Arsenal, Rwanda continues to invest heavily in global sports marketing. Visit Rwanda maintains similar partnerships with Paris Saint-Germain in France and Atlético de Madrid in Spain. More recently, RDB signed deals with the LA Clippers of the NBA and the Los Angeles Rams of the NFL, expanding the brand’s visibility to the North American market.
The conclusion of the Arsenal partnership marks a significant strategic shift as Rwanda reassesses how to position itself in the next phase of global tourism promotion, balancing its brand visibility with evolving priorities and emerging markets.
