Rwanda and Arsenal FC to end their long-running sponsorship deal

It ends an eight-season collaboration that included Visit Rwanda as the London-based club’s first Official Sleeve Partner.  

In a joint statement, the parties say the move reflects Visit Rwanda’s broader strategy to diversify its global sports partnerships and expand into new markets that support the next phase of its tourism and investment ambitions. 

“Together, Arsenal and the Rwanda Development Board have exceeded the original goals of the partnership – promoting conservation and sustainable tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth,” the statement published on the Arsenal.com website reads. 

According to the Rwanda Development Board’s 2024 Annual Report, the partnership has showcased Rwanda’s natural beauty and accelerated the growth of the country’s tourism industry. Visitor arrivals reached 1.3-million in 2024, with tourism revenues rising to US$650-million, a 47% increase since the partnership began. 

Broke new ground for tourism boards around the world 

“We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world, driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match,” comments Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board. 

“And whilst we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support, partnership and shared belief in Rwanda’s story over the past eight years.” 

Afrika adds: “We look forward to continuing our relationship with the wider Kroenke Sports & Entertainment Group through our recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles, and we remain a fully committed and engaged partner of Arsenal’s men’s and women’s teams for the remainder of the season.” 

Kroenke Sports & Entertainment Group is the owner of Arsenal FC in the English Premier League. It owns and operates a variety of professional sports franchises across different leagues and countries. 

Comments Richard Garlick, CEO of Arsenal: “Our first-ever sleeve partnership with Visit Rwanda has been a significant journey. Over many years, we’ve worked together to raise global awareness of Rwanda’s tourism and conservation efforts and built many new connections with our supporters across Africa.” 

On the European soccer scene, Visit Rwanda retains sponsorship agreements with Paris Saint-Germain FC (France) and Atlético Madrid FC (Spain).