Arsenal Cut Ties with Rwanda Tourism Board
Arsenal Football Club has confirmed its landmark partnership with Visit Rwanda will conclude at the end of the 2025/26 season, bringing an end to an eight-year association. The decision follows significant public pressure from supporters who questioned the ethical alignment of the deal with the club's values.
Fan Pressure Forces Change
The Gunners' sleeve sponsorship, which reportedly generated over £10 million annually for the club, faced mounting criticism since a fresh agreement was struck in April. The supporter group Gunners for Peace led protests, arguing the arrangement did not meet the club's "values and standards".
In a creative demonstration of their discontent, fans launched a 'visit Tottenham' campaign to communicate their message directly to club executives. This public pressure appears to have been successful, mirroring recent events at Bayern Munich, which also terminated its partnership with the Rwandan tourism board following fan objections.
Official Statements and Future Plans
In an official statement released on Wednesday morning, Arsenal confirmed the mutual decision to conclude what was their first-ever official sleeve partnership. The club's chief executive officer, Richard Garlick, acknowledged Visit Rwanda's role in helping "invest in our long-term vision to win major trophies, in a financially sustainable way".
Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board, highlighted the partnership's success in "driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match". He confirmed ongoing relationships with other Kroenke Sports and Entertainment Group properties, including the LA Rams and So-Fi Stadium in Los Angeles.
The Arsenal Supporters' Trust had previously expressed dissatisfaction with the deal during the most recent Advisory Board meeting. The partnership will officially conclude in June 2026, marking the end of a significant chapter in the club's commercial history.
