‎Arsenal End Eight-Year Visit Rwanda Sponsorship Deal After Growing Fan Pressure

‎Arsenal confirmed the conclusion of their long-running Visit Rwanda sponsorship deal after reaching a mutual agreement with the Rwanda Development Board. The partnership, introduced eight years ago, will officially end at the conclusion of the 2025–26 season. The arrangement has brought the Premier League club a reported £10 million per year and placed the Visit Rwanda logo on the team’s shirt sleeves.

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‎Arsenal and the Rwanda Development Board end their Visit Rwanda sponsorship after eight years following fan pressure and rising criticism of the deal.

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‎The sponsorship attracted widespread criticism over Rwanda’s human rights record and accusations surrounding its alleged support for rebel groups in the Democratic Republic of Congo. Growing pressure from supporter groups, including Gunners for Peace (GFP), contributed to the decision. Bayern Munich and other European clubs previously made similar moves regarding their own partnerships. Statements from both Arsenal and the Rwanda Development Board described the conclusion as mutual, with Rwanda’s tourism board noting its expanding sports marketing strategy, including deals with U.S. teams owned by Kroenke Sports & Entertainment. The Visit Rwanda branding will remain on Paris Saint-Germain and Atletico Madrid kits for several more years.

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‎Fan groups expressed satisfaction after the announcement. GFP had launched a campaign earlier this year that included protests outside Emirates Stadium, a satirical “Visit Tottenham” video, a billboard, and armbands designed to cover the sleeve logo. Following Arsenal’s decision, GFP posted a message on Instagram celebrating what they termed a collective effort by supporters to influence the club’s direction.

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‎Arsenal’s LGBTQ+ supporters’ group, Gay Gooners, also welcomed the end of the agreement. The group stated that its members had long been uncomfortable with the sponsorship and had raised concerns with the club since 2021. A survey conducted among its global membership in July showed that only two percent of respondents supported the renewal of the £10 million-per-year partnership, with many highlighting Rwanda’s record on LGBT+ rights.

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‎Arsenal chief executive Richard Garlick described the sponsorship as a significant chapter for the club. His statement reflected on the partnership’s role in promoting Rwanda’s tourism and conservation efforts and its impact on strengthening connections with supporters across Africa. He also acknowledged Visit Rwanda’s contribution to Arsenal’s long-term sporting ambitions and thanked the Rwanda Development Board for its cooperation.

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‎Jean-Guy Afrika, chief executive of the Rwanda Development Board, noted the achievements of the collaboration. He highlighted the partnership’s role in raising global awareness of Rwanda’s tourism sector at a pace beyond traditional campaigns. Afrika added that Rwanda is now focusing on expanding its sports-based marketing into new regions while maintaining appreciation for Arsenal’s support over the past eight years.