Arsenal has confirmed it will end its high-profile sleeve sponsorship deal with Visit Rwanda at the close of the current Premier League season, bringing an end to one of football’s most widely discussed marketing partnerships. The agreement, signed in 2018 and reportedly worth over $13 million per year, placed Rwanda’s tourism branding on the Gunners’ shirt sleeves and LED boards. It was part of Kigali’s aggressive global campaign to boost tourism after years of economic rebuilding. While both parties praised the partnership’s commercial success, it consistently attracted criticism. Human rights groups questioned Arsenal’s association with Rwanda’s government under President Paul Kagame, one of the club’s most vocal supporters on social media. Critics also pointed to allegations of Rwanda’s backing of the M23 rebel group in eastern DR Congo accusations Kigali firmly denies.
In a new statement, Visit Rwanda said the decision to end the collaboration was linked to a strategic shift toward the U.S. market. The tourism board recently signed a promotional deal with the LA Rams, part of its plan to increase visibility among American travelers. Arsenal said the partnership “exceeded expectations,” claiming it helped promote conservation tourism and inspired fans worldwide to visit Rwanda. The club also thanked the Rwandan government for supporting its long-term sporting ambitions. The partnership’s end marks one of the most notable sponsorship changes in European football this year, closing a six-year chapter that sparked both praise and controversy.
