Arsenal and the Rwanda Development Board (RDB) have jointly announced that their long-running Visit Rwanda sleeve partnership will officially end in June 2026, bringing an eight-season collaboration to a close.
The sponsorship deal—first signed in 2018 and renewed in 2021—became one of the most high-profile national tourism partnerships in European football, with the Visit Rwanda logo featured prominently on the left sleeve of Arsenal’s men’s, women’s and academy kits.
“Exceeded original goals,” both sides say
In their joint statements, Arsenal and RDB described the partnership as a success, noting it had surpassed its initial objectives in promoting:
- Tourism and conservation
- Sustainable travel
- Grassroots football programmes
The relationship also significantly boosted Rwanda’s global visibility, leveraging Arsenal’s massive international fanbase.
Past financial reporting indicated the deal was worth $13–$14 million per year, helping fund conservation projects, tourism initiatives, and community football development in Rwanda.
Geopolitics and scrutiny
The partnership has recently been under international scrutiny following increased violence in eastern DRC and diplomatic tensions between the Democratic Republic of Congo and Rwanda. DRC officials had urged European clubs to reconsider such partnerships.
The announcement comes days after a peace framework was signed between the Congolese government and M23 rebels, who are widely believed to have Rwandan backing—a claim Kigali denies.
Visit Rwanda shifting its strategy
Arsenal noted that the conclusion of the partnership aligns with Visit Rwanda’s strategy to diversify its global sports partnerships and expand into new European and US markets.
In its own statement, the Rwanda Development Board expressed pride in the achievements of the collaboration, highlighting its impact on tourism growth and football development in the country.
The 2025/26 Premier League season will be the final campaign featuring Visit Rwanda on Arsenal’s kit.
