Pundit explains why Arsenal should respect the Visit Rwanda deal as it ends

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·17 December 2025

Pundit explains why Arsenal should respect the Visit Rwanda deal as it ends

Arsenal have ended their long-standing commercial relationship with the Rwandan government, meaning the Visit Rwanda branding will no longer appear on the club’s sleeves from next season. The partnership had been in place for almost a decade and was viewed by the club as a mutually beneficial agreement during that period.

From the outset, however, the deal proved controversial among sections of the Arsenal fan base. Many supporters opposed the partnership, expressing discomfort with the club being associated with a country that has faced accusations of human rights abuses. Those concerns persisted throughout the duration of the agreement, despite the commercial success it delivered.

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The partnership significantly raised Rwanda’s profile as a tourist destination, helping to position the country as an attractive option for international visitors. At the same time, Arsenal benefited financially and expanded their global reach, particularly across the African continent, although those advantages were often overlooked in public discussion.

Mixed Reaction From Supporters

While some fans welcomed the end of the agreement, believing it was a partnership the club did not need, others have acknowledged that it played a role in Arsenal’s commercial growth. The deal provided valuable revenue and contributed to the club’s international visibility at a time when expanding into new markets was a strategic priority.

Arsenal are now expected to move forward with new commercial partners, and supporters anticipate that future agreements will better align with the values they wish to see reflected by the club. The decision to end the partnership has been framed by many as a necessary step, even if it means relinquishing certain financial benefits.

Perspective on the Partnership

Despite criticism, there are figures within football who believe the agreement served Arsenal well. Speaking via Football Insider, Keith Wyness offered a measured assessment of the situation. He said, “Look, Arsenal have moved quickly. They’ve managed to replace Visit Rwanda. I know that was starting to cause some unrest amongst the fan base. Although overall, I think they should respect it as being a very good long-term sponsor that Arsenal have had a great benefit from.

“And it’s helped Arsenal in its international expansion into Africa as well. Look, both parties have done well out of the deal.”

Wyness’ comments highlight a broader perspective on the partnership, acknowledging the concerns of supporters while also recognising the commercial and strategic value it delivered. As Arsenal look ahead, the challenge will be to balance ethical considerations with the need to remain competitive in an increasingly commercialised football landscape.

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