Arsenal to end Visit Rwanda sleeve sponsorship | OneFootball

Arsenal will end their long running and contentious partnership with Visit Rwanda at the end of the season, closing an eight-year sleeve sponsorship that has drawn sustained criticism from supporters and political leaders.

Arsenal and Visit Rwand via Arsenal.com

The decision follows a mutual agreement with the Rwanda Development Board and marks the conclusion of the club’s first ever sleeve partnership.

Arsenal confirmed the move as Rwanda reportedly shifts its strategy towards “new markets that support the next phase of its tourism and investment ambitions.” The club insist the partnership has met its original aims, with the Rwanda Development Board stating that it “broke new ground for tourism boards around the world” and helped accelerate the growth of the country’s tourism sector.

However, the decision to end the deal arrives after months of pressure from supporters, who have repeatedly urged the club to distance itself from the Rwandan government. Nine months ago it was reported that Arsenal were considering ending the agreement, although talks to extend it were reported just last month, provoking anger among sections of the fan base.

The political pressure has been equally direct. Thérèse Kayikwamba Wagner, foreign minister of the Democratic Republic of the Congo, wrote to the club asking that they terminate the relationship and accusing Arsenal of ignoring her formal request for a meeting. “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,” she said.

In an earlier letter she wrote, “I write to question the morality of your club, your players and your supporters as to why you are continuing your financial relationship with ‘Visit Rwanda’. The President of that country Paul Kagame is an autocrat and his army, along with its proxy militia the M23, are waging war inside the Democratic Republic of Congo.”

The Observer, 16 February 2025 – Arsenal accused of diplomatic snub over ‘bloodstained’ Rwanda contract

Despite the mounting criticism of the Kagame government, Arsenal have not publicly commented on anything political. Bayern Munich, who were also partnered with Rwanda, have also reviewed and downgraded their deal to a ‘training arrangement’.

The Rwanda Development Board attempted to strike a conciliatory tone in marking the end of the relationship. Chief executive Jean Guy Afrika said, “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,” before adding that Rwanda would continue working with the wider Kroenke Sports and Entertainment network.

They recently agreed a deal with Kroenke’s LA Rams, becoming the first NFL team to sign a partnership with Visit Rwanda.

Arsenal chief executive Richard Garlick called the partnership “a significant journey” and credited Visit Rwanda with helping the club “invest in our long term vision to win major trophies, in a financially sustainable way.”

The sleeve deal, first signed in 2018 for three seasons and extended in 2021 until 2025, will now conclude in June 2026.

The club have yet to comment on future sleeve sponsorship plans.