Arsenal to End ‘Visit Rwanda’ Sleeve Sponsorship After Eight Seasons

Arsenal will end its long-running “Visit Rwanda” sleeve sponsorship at the close of the 2024/2025 season, bringing an eight-year partnership to a quiet conclusion. The Rwanda Development Board (RDB) confirmed the decision on Wednesday, noting that the agreement has run its course and will not be renewed.

The tourism-focused deal made Rwanda one of the most visible country brands in European football. Since 2018, the “Visit Rwanda” logo has appeared on Arsenal’s matchday sleeves, training kits and global promotional material, forming part of a broader campaign to position the country as an attractive travel destination.
Over the years, Rwanda leveraged Arsenal’s global fanbase to push tourism recovery, attract investment and strengthen its soft power messaging. The partnership also expanded into community initiatives, youth football programmes and promotional tours involving Arsenal legends.

But the collaboration has drawn increasing global scrutiny in recent months as attention refocused on the protracted conflict in eastern Democratic Republic of Congo. Rights groups and foreign governments have intensified pressure on entities linked to Rwanda’s government, while some Arsenal supporters staged protests earlier this year calling for the deal to be reviewed.

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Despite the criticism, both sides maintained a working relationship throughout the season. However, RDB’s latest announcement confirms that the 2024/2025 campaign will be the last under the current agreement.

Global Pressure and Regional Tensions Shape the End of the Deal

The decision comes at a time when Rwanda is facing heightened diplomatic pressure over allegations of supporting the M23 rebel group, accusations it has repeatedly denied. The renewed tension has placed the country’s international partnerships under greater scrutiny, especially those tied to high-profile institutions like Arsenal.

The club has not publicly stated that the unrest influenced its decision, but the timing aligns with a period of intense global debate around the role of state-sponsored branding in football.

Rwanda still maintains active partnerships with PSG, Bayern Munich and Atletico Madrid, signalling that its sports marketing strategy will continue, even as its highest-profile deal comes to an end.