Arsenal announced the end of its eight-year tourism partnership with Visit Rwanda, with the African nation’s logo set to disappear from club sleeves at the end of the current season.
Groundbreaking deal launched in 2018
The partnership, unveiled in May 2018, was worth around GBP10 million per year. Visit Rwanda branding appeared on men’s, women’s and training kit sleeves while players promoted gorilla trekking, volcanoes and Kigali as an emerging conference destination.
Tourism arrivals in Rwanda jumped from just over one million in 2017 to 1.3 million in 2024, generating USD650 million in revenue – a rise of almost 50%. Gorilla permit sales soared, luxury lodges opened and Rwanda hosted major events including the Basketball Africa League and cycling Road World Championships.
President Paul Kagame, a long-time Arsenal fan, personally drove the campaign. Club legends toured the country, Rwandan youth teams trained at Emirates Stadium and local designers sold traditional prints in the Arsenal store.
Pressure forces Arsenal hand
Arsenal confirmed on 19 November 2025 that the deal will not be renewed beyond June 2026. Chief executive Richard Garlick called the partnership “hugely successful” but said both parties agreed to part ways.
Ethical concerns played a major role. Rwanda faces United Nations and human rights accusations of backing M23 rebels in eastern Democratic Republic of Congo – claims Kigali rejects. Arsenal supporters, led by Gunners for Peace group, staged protests at Emirates Stadium and gathered tens of thousands of signatures demanding termination.
Democratic Republic of Congo government wrote to Arsenal, Paris Saint-Germain and Bayern Munich urging them to drop similar deals. Many observers believe the mounting pressure proved decisive.
Arsenal eyes richer deals
Losing GBP10 million annually is significant, but Arsenal commercial team remains confident. Sleeve sponsorship values across the Premier League have risen sharply and the club’s global audience has grown in recent seasons.
Technology firms, cryptocurrency platforms and Middle Eastern airlines are reportedly among potential replacements from the 2026-27 campaign.
Visit Rwanda looks ahead
Rwanda has no plans to abandon sports marketing. Paris Saint-Germain extended their Visit Rwanda agreement until 2028, while Atletico Madrid signed a new three-year deal in 2025. The tourism board also partners with Los Angeles Clippers in basketball.
Kigali officials insist the Arsenal partnership achieved its core aim of putting Rwanda on the global tourism map. Growth will now come through digital campaigns, influencer partnerships and new direct flights, especially to the United States.
President Kagame has confirmed he remains an Arsenal supporter. “The club will always have a friend in Rwanda,” he said last week.
