Arsenal have announced that they have agreed a mutual end to their partnership with Visit Rwanda at the end of the 2025/26 season.
Arsenal have announced that their partnership with Visit Rwanda as the club’s sleeve sponsor will end at the end of the 2025-26 season. The Gunners have faced criticism from fans who believe the deal is not in line with the club’s “values and standards” according to Gunners for Peace, and frustrations were compounded by a new agreement signed between the two sides in April.
The deal reportedly generates more than 10 million pounds ($13.3 million) a year and led to the formation of the above-mentioned advocacy groups with the aim of forcing change, which appears to have been successful.
A club statement released on Wednesday morning said: “Arsenal and Visit Rwanda will enter into a landmark eight-season partnership in June 2026. Arsenal and the Rwanda Development Board have mutually agreed to enter into a partnership at the end of this season, ending an eight-season partnership that includes Visit Rwanda as Arsenal’s first official sleeve partner.”
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“This move reflects Visit Rwanda’s broader strategy to diversify its global sports partnerships and expand into new markets that support the next stage of its tourism and investment ambitions.
“Together, Arsenal and the Rwanda Development Board have exceeded the partnership’s original goals of promoting conservation and sustainable tourism, inspiring our millions of supporters to discover this country, and laying a lasting foundation for tourism growth.”
Fan groups have also launched a “Visit Tottenham” campaign to send a message to the club, and it appears that this has been recognized.
Earlier this year, Bayern Munich ended their partnership with Visit Rwanda following persistent pressure from fans. The Arsenal Supporters Trust expressed its dissatisfaction with the deal at its most recent advisory committee meeting.
Commenting on the development, Richard Garlick, CEO of Arsenal, said: “Our first sleeve partnership with Visit Rwanda has been an important journey. Over the years, we have worked together to raise global awareness of Rwanda’s tourism and conservation work, and have forged many new connections with supporters across Africa.”
“Visit Rwanda’s commitment and support through our partnership has played a key role in taking our ambitions forward and has helped us invest in our long-term vision of winning big trophies in an economically sustainable way.
“I would like to thank the Rwanda Development Board for their partnership and the achievements we have made together.”
Jean Guy, CEO of Rwanda Development Board Africa, added: “We are proud of what this partnership has achieved over many years of collaboration. This has broken new ground for tourism boards around the world, driving awareness and visitor numbers for Rwandan tourism at a pace that traditional campaigns could never match.”
“As we now focus on expanding our momentum into new sports and new markets, we remain grateful to Arsenal for their support, partnership and shared belief in Rwanda’s story over the past eight years.
“We look forward to continuing our relationship with the broader Kroenke Sports and Entertainment Group through our recent partnership with the LA Rams and SoFi Stadium in Los Angeles, and we remain a fully committed and enthusiastic partner of Arsenal’s men’s and women’s teams for the remainder of the season.”
“We wish them all the best in the coming months as they continue their quest for further sporting success.”
