Arsenal’s controversial eight-year association with Visit Rwanda will end in June, the club has confirmed amid mounting pressure from supporters.
The African country’s tourism board became Arsenal’s first official sleeve partner in May 2018, initially in a three-year sponsorship deal worth £10million before an extension was agreed until June 2026.
Arsenal’s longstanding partnership with Visit Rwanda has drawn widespread criticism from club supporters and political leaders in recent years, amid ongoing violence in the Democratic Republic of Congo.
The Congolese government has accused Rwanda of arming and sending troops to support M23 rebels, who have captured a number of key cities and towns and killed thousands in the process.
In April, after Visit Rwanda signed a new deal with Spanish giants Atletico Madrid, a group of Arsenal fans urged the club to ‘put financial gains aside’ in an effort to stop any extension from next season.
Fans protesting the partnership also organised a ‘visit Tottenham’ campaign to send a clear message to the club’s hierarchy.
Confirming the club and shirt sponsor have mutually agreed to part ways at the end of the season, the Gunners said in a lengthy statement: ‘Arsenal and the Rwanda Development Board have mutually agreed to conclude their partnership at the end of this season, bringing to a close an eight-season collaboration that included Visit Rwanda as Arsenal’s first Official Sleeve Partner.
‘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 partnership has also supported Rwanda’s ambition to become an international sporting hub in Africa and host more global sporting events whilst delivering grassroots football initiatives that have helped hundreds of young players and coaches develop their skills and inspire greater participation in sport across the country.’
Bundesliga giants Bayern Munich also ended their association with Visit Rwanda earlier this year, amid mounting pressure from supporters.
The Arsenal Supporters’ Trust had made the club aware of their ongoing displeasure at the most recent Advisory Board meeting, held on May 1.
The AST submitted the following message at the meeting: ‘Given how much effort Arsenal put into “doing the right thing” in many aspects of brand recognition (Arsenal in the Community, The Foundation and so on), the club must be concerned at the on-going reputational damage of the “Visit Rwanda” commercial sponsorship.
‘Very recently we have seen the campaign organised by Gunners for Peace run effective messaging around the spoof idea of “Visit Tottenham”. The UK Government has imposed sanctions on Rwanda and the on- going security situation and international condemnation of the conflict in Rwanda and neighbouring Democratic Republic of Congo now places this partnership in direct opposition to the Arsenal values.
‘Whilst we understand the sensitivity of commercial arrangements, surely the time has come for Arsenal to look at ending this partnership (with the natural break of the close season approaching) or at the very least committing to not renewing the partnership when the current agreement ends in 2026?’
A survey conducted by the group and shared with the club showed that a huge 90 per cent of respondents voted for the contract to end as soon as possible or at the end of the season when the deal expires.
Richard Garlick, Arsenal’s Chief Executive Officer, said as part of the club statement: ‘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.
‘The commitment and support of Visit Rwanda throughout our partnership has played an important role in driving forward our ambitions – helping us invest in our long-term vision to win major trophies, in a financially sustainable way. We thank the Rwanda Development Board for their partnership and what we’ve delivered together.’
