Arsenal and the Rwanda Development Board will end their partnership at the close of the 2025–2026 season, concluding an eight-season arrangement in which Visit Rwanda served as the club’s first official sleeve sponsor.
The decision follows Visit Rwanda’s shift toward new global sports partnerships as it seeks to expand into other markets.
Signed in 2018, the deal placed Rwanda’s tourism brand on Arsenal’s kit and included promotional activities linking the club with the country’s conservation areas and tourist attractions. According to Rwanda’s tourism authorities, national visitor arrivals reached 1.3 million in 2024, generating an estimated 650 million dollars in revenue. Officials attribute part of that growth to increased global visibility during the sponsorship period.
The partnership featured several activations, including Rwanda Heritage Day at the Emirates Stadium and promotional visits by former and current Arsenal players such as Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe and Laia Codina. These visits highlighted parks, wildlife experiences and cultural sites, including gorilla trekking and the annual Kwita Izina naming ceremony.
The agreement also supported football initiatives in Rwanda aimed at developing youth players and local coaches, as part of the country’s wider push to position itself as a venue for international sporting events.
Rwanda Development Board CEO Jean-Guy Afrika said the organisation will now direct its focus to partnerships in other sports and regions. Arsenal CEO Richard Garlick acknowledged the conclusion of the sponsorship, noting its role in increasing the club’s engagement with supporters on the African continent.
The partnership will remain active until the end of the current season.
