Arsenal have confirmed they will terminate their eight-year partnership with “Visit Rwanda” at the end of the 2025–26 season.
The sleeve sponsorship, which began in 2018, is believed to be worth more than Sh1.7 billion (£10 million) annually.
The deal has faced renewed scrutiny in recent months amid escalating violence in eastern DR Congo, despite a peace framework being signed earlier this week between the Congolese government and the Rwanda-backed M23 rebels.
Earlier this year, Paris Saint-Germain renewed its Visit Rwanda agreement until 2028, while Atlético Madrid signed a three-year deal to feature the branding on both their men’s and women’s kits. In a statement, Arsenal said the club and the Rwanda Development Board had “mutually agreed” to end the partnership.
The Gunners noted that the collaboration had “exceeded its original objectives,” highlighting its role in promoting conservation, sustainable tourism, and Rwanda’s ambition to become a major sports hub in Africa. CEO Richard Garlick added that revenue from the deal had been instrumental in supporting Arsenal’s long-term, financially sustainable pursuit of major trophies.
In February, DR Congo urged Arsenal, PSG and Bayern Munich, another Visit Rwanda partner, to sever ties, calling the sponsorships “blood-stained” amid the deepening humanitarian crisis.
A fan-led activist group, Gunners for Peace, staged repeated demonstrations outside the Emirates, including during last season’s Champions League semi-final against PSG. Protesters displayed a “Drop Visit Rwanda” banner and distributed armbands for supporters to cover the logo on their shirts.
The group also released a parody video urging fans to “Visit Tottenham” instead, arguing that Arsenal deserved a sponsor aligned with its values.
Following the announcement, Gunners for Peace said on Instagram that Arsenal had shown it “still has the class and values to do the right thing,” adding that the decision proved fan voices can influence change.
Supporters have celebrated the end of the partnership as a significant victory for fan activism. While protests may have contributed to the decision, questions remain over whether the deal still made financial sense for Rwanda.
A spokesperson for the Rwanda Development Board said the country remained “proud” of a partnership that had “set new standards for tourism boards.”
Despite parting ways with Arsenal, Visit Rwanda will retain a strong footprint in European football through ongoing deals with PSG and Atlético Madrid. The brand is also expanding into the U.S. market via long-term partnerships with the NFL’s Los Angeles Rams and the NBA’s LA Clippers.
Meanwhile, the DR Congo government continues to criticise Rwanda’s sponsorship strategy, even as it partners with FC Barcelona through a four-year tourism promotion deal.
While such high-profile marketing agreements remain contentious, many hope the newly signed peace framework between DR Congo and M23 will help usher in an end to decades of conflict in the region.