Arsenal Football Club and the Rwanda Development Board have confirmed that their eight-year partnership will conclude at the end of the 2025–26 season. This marks the end of the “Visit Rwanda” deal; Arsenal’s first-ever sleeve sponsorship.
A High‑Profile Collaboration Comes to a Close
The agreement, first signed in May 2018, saw the “Visit Rwanda” logo appear on the left sleeve of Arsenal’s men’s, women’s, and youth team kits. Over the years, the partnership included several initiatives aimed at promoting Rwandan tourism, conservation, and grassroots football development.
Arsenal’s Chief Executive Officer, Richard Garlick, reflected on the collaboration as a “significant journey.” He said the partnership helped raise global awareness about Rwanda’s natural beauty and conservation work, while also strengthening Arsenal’s long-term financial sustainability and connections with supporters across Africa.
From the Rwandan side, the development board’s Chief Executive, Jean‑Guy Afrika, highlighted the deal’s impact in driving tourism growth. He stated that what the two parties achieved together exceeded traditional marketing campaigns in scale and effectiveness.
Results and Legacy
During the course of the partnership, tourism arrivals in Rwanda increased significantly, while tourism revenue rose nearly 47 percent since the deal began.
As part of the collaboration, Arsenal players and coaches made several visits to Rwanda. These trips brought them face‑to‑face with the country’s landmarks, from mountain gorilla trekking to canopy walks and participation in the annual Kwita Izina baby gorilla naming ceremony. Additionally, the partnership supported youth football in Rwanda, with programs aimed at developing young players and coaches.
Looking Ahead
In announcing the end of the deal, both Arsenal and the Rwanda Development Board said it was a mutual decision. For Rwanda, the shift reflects a strategy to diversify its global sports partnerships and expand into new markets. For Arsenal, it opens the door to pursue a new sleeve sponsorship deal that aligns with both commercial goals and supporter expectations.
