Arsenal and the Rwanda Development Board will conclude their Visit Rwanda sleeve sponsorship agreement after eight seasons, with the partnership set to expire in mid-2026. The collaboration, which began in 2018 and made Rwanda the Premier League club's inaugural sleeve partner, generated significant tourism gains for the East African nation, including 1.3 million arrivals and $650 million in revenue during 2024.
The arrangement faced mounting criticism from supporter groups and international pressure. Bayern Munich ended its similar Rwandan tourism deal earlier this year following fan backlash, while the Democratic Republic of Congo urged multiple European clubs to terminate such partnerships over allegations of Kigali's military involvement with M23 rebels in eastern Congo, claims Rwanda rejects.
Both parties characterized the conclusion as strategic rather than reactive. Rwanda will redirect its sports marketing efforts toward new ventures and markets while maintaining connections with Kroenke Sports and Entertainment through American football partnerships.
The arrangement faced mounting criticism from supporter groups and international pressure. Bayern Munich ended its similar Rwandan tourism deal earlier this year following fan backlash, while the Democratic Republic of Congo urged multiple European clubs to terminate such partnerships over allegations of Kigali's military involvement with M23 rebels in eastern Congo, claims Rwanda rejects.
Both parties characterized the conclusion as strategic rather than reactive. Rwanda will redirect its sports marketing efforts toward new ventures and markets while maintaining connections with Kroenke Sports and Entertainment through American football partnerships.
