SPORT SPONSORSHIP

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

By our African Marketing Confederation News Team | 2025

Announcement concludes an eight-season collaboration that included Visit Rwanda as the club’s first Official Sleeve Partner. 

The Rwanda Development Board and English Premier League Club, Arsenal, have mutually agreed to conclude their partnership at the end of this season.

Photo: Arsenal Football Club

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).

View all articles »
author avatar
Jason Lottering
See Full Bio
0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.