Premier League giant concludes groundbreaking sleeve deal amid scrutiny and strategic shifts, closing a partnership that boosted Rwanda’s tourism and football development on the global stage.
Arsenal Football Club is set to end its pioneering eight-year sponsorship deal with Visit Rwanda at the conclusion of the 2025-26 season, marking the close of a landmark partnership that began in 2018. This collaboration was Arsenal’s first official sleeve sponsorship, valued at over £10 million (approximately $13.3 million) per year, making it one of the most lucrative sleeve deals in the Premier League. The “Visit Rwanda” logo featured prominently on the sleeves of Arsenal’s men’s and women’s team kits, as well as on matchday LED boards and interview backdrops at the Emirates Stadium, giving the East African nation global exposure through the world of football.
The partnership was designed to boost Rwanda’s tourism sector and economic development by leveraging Arsenal’s global fan base and international profile. During the partnership, Rwanda achieved significant growth in tourism, with national visitor arrivals reaching 1.3 million in 2024 and generating approximately $650 million in revenue. These gains were partially attributed to the enhanced visibility provided by the sponsorship. Promotional activities under the deal included Arsenal players visiting Rwanda to support grassroots football and coaching camps hosted by club coaches, aimed at developing youth football talent in the country. The campaign also highlighted Rwanda’s attractions, such as gorilla trekking, cultural heritage sites, and conservation efforts, prominently positioning Rwanda as a desirable tourist destination.
The partnership was received positively for its innovative integration of football, tourism, and digital storytelling, reaching audiences beyond the reach of traditional marketing campaigns. Rwanda’s tourism authorities and Arsenal’s leadership saw the deal as a success, with Rwanda Development Board CEO Jean-Guy Afrika highlighting how the sponsorship exceeded expectations and opened new avenues for tourism marketing. Arsenal CEO Richard Garlick acknowledged the considerable role the partnership played in enhancing the club’s engagement with African supporters.
Nevertheless, the sponsorship faced criticism and controversy over the years. Some football fan groups and human rights organizations called for Arsenal to reconsider the deal, citing concerns over Rwanda’s government, including allegations of human rights abuses and accusations of Rwanda backing the M23 militia group involved in conflicts in the neighboring Democratic Republic of Congo. These criticisms contributed to an atmosphere of scrutiny around the deal.
The Rwanda Development Board and Arsenal agreed to conclude the partnership as Visit Rwanda seeks to diversify its global sports partnerships and expand into other markets and sports disciplines. The ending of this collaboration also aligns with Arsenal’s evolving commercial strategy, reflecting changing financial priorities.
As the 2025-26 season closes, Arsenal and Visit Rwanda will part ways after a partnership that not only set a precedent in Premier League commercial sponsorships but also significantly boosted Rwanda’s profile on the global tourism stage. This sponsorship journey demonstrated the potential for football to drive tourism and economic development in emerging markets and leave a lasting legacy beyond the pitch. Both parties expressed pride in their accomplishments and optimism for future opportunities in their respective fields
