Partnership Ends After Eight Years
Arsenal will bring its “Visit Rwanda” sleeve sponsorship to a close at the end of the 2025–26 season. The collaboration with the Rwanda Development Board, which began in 2018, has been credited with raising the country’s profile in international tourism.
Rwanda Shifts Marketing Focus
Officials in Rwanda say the agreement has fulfilled its objective of increasing global visibility. Moving forward, the government plans to target new tourism markets, including the United States and Spain, as part of a broader promotional strategy.
Ethical Concerns and Public Pressure
The sponsorship has faced growing criticism over Rwanda’s alleged involvement in regional conflicts. Supporters have campaigned for an early end to the deal, and the Democratic Republic of Congo has publicly urged Arsenal, along with other European clubs, to sever ties on ethical grounds.
