Arsenal have confirmed their long-running partnership with Visit Rwanda will conclude in June 2026, bringing an end to an eight-year deal that reshaped the club’s commercial profile.
Both parties agreed to end the sponsorship, with Arsenal stating that the decision aligns with Rwanda’s plan to diversify its sports marketing strategy and explore broader international markets.
The partnership began in 2018 when Visit Rwanda became Arsenal’s first sleeve sponsor, generating £10 million per season according to the club’s 2023–24 accounts.
The agreement was renewed in 2021, and discussions over another extension continued into this season. That process unfolded amid supporter protests and criticism over Rwanda’s political environment and human rights record.
Pressure intensified in April when the Arsenal fan group Gunners For Peace staged a demonstration against the sponsorship.
Their October statement argued that talks over a further extension “shows the world that our famous values and our soul are for sale”, sharpening scrutiny on the club’s commercial priorities.
Rwanda’s government, led by President Paul Kagame of the RPF party, has long invested in high-profile sports partnerships to promote tourism.
Kagame, an Arsenal supporter, has placed global visibility at the centre of Rwanda’s branding strategy. Yet the country’s political climate remains controversial.
The UK suspended aid to Rwanda in February over its alleged support for the M23 rebel group in eastern Congo, while the 2023 Human Rights Watch report accused the ruling RPF of suppressing opposition and prosecuting critics on questionable grounds.
Despite the criticism, Arsenal highlighted the partnership’s commercial value. Chief executive Richard Garlick said Visit Rwanda’s support had “played an important role in driving forward our ambitions”, noting the contribution to the club’s long-term sporting and financial strategy.
He thanked the Rwanda Development Board for a collaboration that spanned significant stages of Arsenal’s recent growth.
Visit Rwanda maintains active partnerships with Atletico Madrid, Paris Saint-Germain, the LA Clippers, and the Los Angeles Rams, who share ownership links with Arsenal through Stan Kroenke.
Bayern Munich, however, announced in August it would shift from a commercial agreement with Visit Rwanda to a development-focused relationship, reflecting a wider recalibration of Rwanda’s global sports engagements.
