Premier League leaders to drop tourism brand from sleeves at season’s end
LONDON, England — English football club Arsenal has announced it will terminate its partnership with Visit Rwanda at the end of the current season, ending an eight-year sponsorship deal that placed the East African nation’s tourism brand on the Gunners’ sleeves.
The partnership, signed in 2018 and reportedly worth more than $13 million annually, was aimed at promoting Rwanda’s conservation and sustainable tourism. Arsenal said in a statement that the collaboration had “exceeded its goals,” inspiring millions of supporters to visit Rwanda and helping the club invest in its long-term vision to win major trophies.
Controversy Over Rwanda’s Record
Despite its commercial success, the deal has been controversial. Arsenal faced criticism over Rwanda’s human rights record and allegations of Kigali’s support for M23 fighters in eastern Democratic Republic of Congo — claims Rwanda has consistently denied.
Rwanda’s Strategy Shift
Visit Rwanda described the separation as part of a broader strategy to expand into new markets, particularly in the United States, where it has signed a sponsorship deal with the LA Rams basketball franchise.
Legacy of the Partnership
The Arsenal–Rwanda partnership was one of the most high-profile collaborations between a European football club and an African nation, drawing global attention to Rwanda’s tourism industry while sparking debate over sports sponsorships and human rights.