Premier League giants Arsenal have announced they will not renew their controversial sponsorship agreement with Visit Rwanda, with the partnership officially concluding in June 2025.
The End of a Contentious Partnership
The deal, which commenced in 2018 and was reportedly valued at around £10 million per year, has been a source of significant controversy. The partnership faced intense scrutiny due to Rwanda's alleged support for the M23 militia, a rebel group active in the conflict-ridden eastern region of the neighbouring Democratic Republic of the Congo.
This criticism escalated in February when the Congolese government accused Arsenal of delivering an "outrageous" snub. The club declined a meeting with the Congolese foreign minister, Thérèse Kayikwamba Wagner, who had sought to discuss the implications of the sponsorship.
Mixed Results and Fan Protests
Despite the political fallout, Arsenal released a statement claiming the partnership had "exceeded the original goals". The club highlighted its role in promoting conservation, sustainable tourism, and creating a foundation for tourism growth in Rwanda.
The statement also noted the deal supported Rwanda's ambition to become an international sporting hub in Africa, helping to deliver grassroots football initiatives that benefited hundreds of young players and coaches.
However, this positive assessment was not shared by a segment of the Arsenal fanbase. The campaign group Gunners for Peace staged a protest outside the Emirates Stadium during a Champions League semi-final match in late April. Demonstrators held a banner reading "Drop Visit Rwanda" and distributed armbands to cover the logo on replica kits.
A Shifting Sponsorship Landscape
Richard Garlick, Arsenal's chief executive officer, described the collaboration as a "significant journey" that helped drive the club's ambitions. The decision to end the deal was mutually agreed by both Arsenal and the Rwanda Development Board, the government department that operates Visit Rwanda.
Interestingly, while Arsenal ends its association, other European clubs are deepening their ties. In a contrasting move, Paris Saint-Germain extended its arrangement with Visit Rwanda until 2028, and Atlético Madrid signed a new deal for the same period, which will see the logo featured on the Spanish club's men's and women's shirts.
The conclusion of this six-year partnership marks the end of a chapter for Arsenal, one that brought both commercial benefits and significant ethical questions to the fore.
