Arsenal ‘mutually agree’ to withdraw from £10m deal | OneFootball

Report: Arsenal Set To End Rwanda Deal After Long Running Partnership

Arsenal Decision Marks Significant Shift

Arsenal’s choice to conclude their sponsorship deal with Rwanda at the end of the 2025-26 season represents a notable moment in the club’s commercial strategy. The partnership, which began in 2018, has been one of the most visible shirt sleeve deals in European football and has also attracted scrutiny in recent years. Although the arrangement has reportedly been worth more than £10 million per year, the changing political landscape around Rwanda and developments in eastern DR Congo have brought the relationship under closer examination.

In a coordinated statement, Arsenal confirmed that the club and the Rwanda Development Board had “mutually agreed” to end the deal. The club said the collaboration had “exceeded the original goals of the partnership”, which were centred on promoting conservation, sustainable tourism and supporting Rwanda’s aspiration “to become an international sporting hub in Africa”. Richard Garlick, Arsenal’s chief executive officer, emphasised that the partnership had helped the club “invest in our long term vision to win major trophies, in a financially sustainable way”.

Photo: IMAGO

Fan Influence On Arsenal And Rwanda Relationship

Supporters have played a noticeable role in this outcome. Over the past year, the Gunners for Peace campaign group has staged repeated demonstrations calling for Arsenal to drop the Visit Rwanda branding. During the Champions League semi final first leg against PSG last season, campaigners distributed armbands designed to cover the logo and held banners that read ‘Drop Visit Rwanda’. They also produced a spoof promotional video pointing fans towards ‘Visit Tottenham’ to underline their calls for a sponsor more in line with the club’s values.

Gunners for Peace responded to the news by saying Arsenal “still has the class and the values to do the right thing”, adding that “we all know that money talks, but if fans get together and speak louder then they have to listen”.

Rwanda’s Position On The End Of The Deal

While the decision has been welcomed by campaigners, Rwanda continues to stand by its global marketing strategy. A Rwanda Development Board spokesperson said it was “proud” of a partnership that “broke new ground for tourism boards”.Even as the Arsenal deal winds down, Visit Rwanda branding will remain highly prominent in elite sport. PSG recently extended their sponsorship agreement until 2028 and Atletico Madrid have begun a three year deal that features the logo on both their men’s and women’s shirts.

Wider Context Around Rwanda’s Deals

The discussions around Arsenal and Rwanda come at a time of renewed international attention on eastern DR Congo. The region has witnessed increased violence, although a framework for peace between the Congolese government and M23 rebels was signed earlier this week. Earlier this year, DR Congo appealed to Arsenal, PSG and Bayern Munich to end what it described as “blood stained” deals.Despite that, both Rwanda and DR Congo have continued to pursue sport based promotional partnerships. DR Congo recently agreed its own four year deal with Barcelona as part of a broader push to increase tourism visibility.