Arsenal Football Club is set to end its long-standing and increasingly contentious partnership with Visit Rwanda at the end of the current season. This marks the end of an eight-year sleeve sponsorship that has been met with sustained criticism from both supporters and political leaders alike.
The decision follows a mutual agreement with the Rwanda Development Board and signifies the conclusion of the club’s first-ever sleeve sponsorship. Arsenal publicly confirmed the move, coinciding with reports that Rwanda is shifting its strategic focus towards new markets that align with the next phase of its ambitions for tourism and investment. The club has insisted that the partnership has achieved its original goals, as the Rwanda Development Board proclaimed that the collaboration “broke new ground for tourism boards around the world” and helped significantly accelerate the growth of the country’s tourism sector.
However, the announcement to end the partnership arrives after months of mounting pressure from supporters. Fans have consistently urged the club to distance itself from the Rwandan government, particularly in light of the ongoing political climate surrounding the country’s leadership. Approximately nine months ago, it was reported that Arsenal was contemplating the termination of the agreement, although, just last month, discussions regarding its extension had caused frustration among certain segments of the fan base.
The political pressure exerted on Arsenal has also been notably direct. Thérèse Kayikwamba Wagner, the foreign minister of the Democratic Republic of the Congo, formally wrote to the club requesting that they terminate the partnership. In her correspondence, she accused Arsenal of ignoring her requests to meet and engage in dialogue. “We offered to meet Arsenal, but they didn’t reach out or take us up on the offer. We have not received an answer. Apparently, they are not interested in meeting us,” Wagner stated, highlighting the growing grievances in the political landscape.
In an earlier letter, she questioned the ethical stance of the club, its players, and supporters, criticizing their continued financial relationship with Visit Rwanda, pointing to the autocratic nature of the Rwandan President Paul Kagame’s regime and the military actions linked to the M23 militia in her country. Despite the escalating scrutiny related to the Kagame government, Arsenal has refrained from making any public comments regarding the political controversies surrounding the partnership.
In a related context, Bayern Munich, a club that also had a partnership with Rwanda, has downgraded its involvement to a mere training arrangement, reflecting the shifting attitudes towards such associations.
The Rwanda Development Board, in an attempt to maintain a diplomatic stance as the partnership comes to an end, emphasized the achievements made through the collaboration. Chief executive Jean Guy Afrika articulated, “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.” He added that Rwanda intends to continue its working relationship with the broader Kroenke Sports and Entertainment network.
Arsenal’s chief executive Richard Garlick described the partnership as “a significant journey,” praising Visit Rwanda for its support in helping the club pursue its long-term vision of winning major trophies in a financially sustainable manner.
Originally signed in 2018 for three seasons, the sleeve deal was extended in 2021 until 2025, and it is now set to conclude in June 2026. As Arsenal prepares to navigate the future, the club has yet to provide any commentary on potential plans for future sleeve sponsorships, leaving supporters and stakeholders to ponder what the next phase will entail for the iconic football institution.
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