Arsenal’s long-running sleeve partnership with Rwanda will officially come to an end after the 2025/2026 football season, bringing to a close one of the Premier League’s most recognisable sponsorships and one of Africa’s boldest tourism marketing campaigns.

Since 2018, the Visit Rwanda logo has appeared on Arsenal’s matchday sleeves, representing a landmark £80 million agreement to promote Rwanda as a global tourism and investment destination. 

The partnership, valued at over $100 million, has been widely viewed as one of the most successful national branding deals in international football.

Why Arsenal and Rwanda Are Parting Ways

According to reporting from The New York Times, Arsenal and the Rwanda Development Board (RDB) explored an extension for nearly a year. However, the club ultimately opted not to renew the agreement.

The decision comes amid growing scrutiny from human rights groups and segments of Arsenal’s fan base, who have repeatedly raised concerns about the Rwandan government, including allegations related to political freedoms and its alleged support for the M23 rebel group in the Democratic Republic of Congo.

During the Champions League semi-final in April 2025, fans held up banners protesting the partnership — a sign of increasing tensions around the sponsorship.

Despite the criticism, the deal remained one of the most visible shirt-sleeve partnerships in world football and played a significant role in Rwanda’s global rebranding efforts.

A Campaign That Transformed Rwanda’s Tourism Profile

Signed in 2018, the £10 million-per-year agreement quickly became a central pillar of Rwanda’s tourism and investment marketing strategy. The RDB credits the partnership with driving significant gains:

• Visitor numbers rose sharply, from pandemic lows to 1.36 million in 2024.
• Tourism revenue climbed to approximately $650 million in 2024, a 47% increase from the first year of the partnership.
• Rwanda strengthened its positioning as a central African tourism and conference hub.

The deal included promotional tours, grassroots football programmes, youth training initiatives, and conservation campaigns. Arsenal legends such as Alex Scott, Bacary Sagna, and Mathieu Flamini visited Rwanda multiple times, generating global media coverage valued at tens of millions of pounds.

According to the RDB’s former chief tourism officer, Belise Kariza, global awareness shifted almost immediately. Surveys from 2019 showed that half of Arsenal supporters polled said they would now consider visiting Rwanda, a dramatic change from the year prior.

Rwanda Says Partnership “Exceeded Expectations”

Jean Guy Afrika, CEO of the Rwanda Development Board, praised the eight-year collaboration, describing it as a groundbreaking model for tourism boards worldwide.

He said the combination of football, digital storytelling, and destination branding reached audiences that traditional marketing would have struggled to access.

“We are proud of what this partnership has achieved. It broke new ground and drove global awareness for Rwanda at a pace traditional campaigns could never match,” Afrika said in a statement published by Arsenal.

Afrika also confirmed that Rwanda would maintain ties with Kroenke Sports & Entertainment, Arsenal’s parent company, through ongoing collaborations with the LA Rams and SoFi Stadium.

Arsenal Reflects on a “Significant Commercial Chapter”

Arsenal’s chief executive, Richard Garlick, praised the partnership as a historic moment in the club’s commercial evolution.

“It was our first-ever sleeve partnership and an important journey for us. Together, we raised global awareness of Rwanda’s tourism and conservation work while deepening our engagement with supporters across Africa,” Garlick said.

The visibility of the Visit Rwanda brand, across broadcasts, stadium displays, and social media, was estimated at £36 million in value in its first year alone.

Tourism Growth and Future Plans

Rwanda recorded record visitor numbers in 2018 and 2019, with 1.51 million and 1.54 million, respectively. Although COVID-19 severely disrupted this momentum, tourism has been steadily recovering since 2023.

The country is now positioning itself for further growth by expanding into new markets and exploring additional sports partnerships after the Arsenal deal concludes.

Officials say the global visibility achieved over the last eight years will continue to translate into long-term tourism and investment benefits.