Arsenal to Conclude Visit Rwanda Sponsorship Amidst Rising Concerns

Arsenal FC has confirmed that it will end its sponsorship agreement with Visit Rwanda, which has been featured on the club’s kits since 2018, at the conclusion of the 2025-26 season.

The sleeve partnership, valued at over £10 million ($13.3 million) annually, has come under scrutiny in light of escalating violence in eastern Democratic Republic of Congo (DRC), which shares a border with Rwanda. This decision follows the recent signing of a framework for peace between Rwandan-backed M23 rebels and the Congolese government earlier this week.

Notably, while Arsenal is stepping away from this partnership, other clubs like Paris Saint-Germain have extended their agreements with Visit Rwanda until 2028, and Atletico Madrid has signed a three-year deal to display the logo on their men’s and women’s shirts this season.

In a joint statement, Arsenal and the Rwanda Development Board announced they had mutually agreed to conclude the partnership, citing that the collaboration had surpassed its original objectives. These goals included promoting conservation and sustainable tourism, as well as supporting Rwanda’s aspirations to become an international sporting hub in Africa.

Richard Garlick, Arsenal’s Chief Executive Officer, highlighted the partnership’s significance in aiding the club’s long-term vision to achieve major victories in a financially sustainable manner.

Earlier this year, the government of DRC urged Arsenal, PSG, and Bayern Munich—who also have sponsorship ties with Visit Rwanda—to reconsider their deals in light of the humanitarian crisis in the region. This prompted campaign group Gunners for Peace to stage a protest during a Champions League match against PSG, advocating for the club to terminate its association with Visit Rwanda. The group even created a satirical video encouraging fans to ‘Visit Tottenham’ instead, to emphasize the need for a sponsorship that aligns more closely with the club’s values.

Gunners for Peace expressed their satisfaction with the news of the sponsorship’s end, stating that it reflects Arsenal’s commitment to uphold its principles, asserting that fan advocacy can influence corporate decisions.

Meanwhile, a spokesperson for the Rwanda Development Board expressed pride in the partnership’s achievements in tourism marketing. Despite Arsenal’s departure, Visit Rwanda retains sponsorships with PSG and Atletico Madrid, expanding its visibility in European football and making strides in the U.S. market through deals with the NFL’s Los Angeles Rams and NBA team LA Clippers.

Despite DRC’s government criticizing these partnerships, it has also secured its own four-year sponsorship with FC Barcelona to promote the country. As high-profile sponsorships capture attention, there are hopes that the recently established framework for peace between DRC and the M23 rebels might pave the way for lasting resolution to decades of conflict in the resource-rich region.