Premier League giants Arsenal have announced they will not renew their contentious sponsorship agreement with Visit Rwanda, with the partnership set to conclude in June 2025.
Controversial Partnership Reaches Its Conclusion
The deal, which commenced in 2018 and was reportedly valued at approximately £10 million per year, has faced significant scrutiny due to Rwanda's alleged backing of the M23 rebel group operating in the eastern Democratic Republic of Congo. The partnership between Arsenal and the Rwanda Development Board, a government department, will officially end next June after both parties mutually agreed to separate.
Earlier this year, Arsenal faced criticism for what was described as an "outrageous" snub when the club declined to meet Thérèse Kayikwamba Wagner, the foreign minister of the Democratic Republic of Congo, to discuss concerns about the sponsorship arrangement.
Club Defends Partnership Achievements
In an official statement, Arsenal highlighted what they described as the partnership's successes: "Together, Arsenal and the Rwanda Development Board have exceeded the original goals of the partnership – promoting conservation and sustainable tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth."
The club emphasised that the collaboration had supported Rwanda's ambition to become an international sporting hub in Africa while delivering grassroots football initiatives that benefited hundreds of young players and coaches.
Richard Garlick, Arsenal's chief executive officer, described the partnership as a "significant journey" that had helped drive forward the club's ambitions.
Fan Opposition and Wider Context
Despite the club's positive assessment, a segment of Arsenal's supporter base strongly opposed the arrangement. The campaign group Gunners for Peace protested outside Emirates Stadium during the Champions League semi-final first leg against Paris Saint-Germain in late April.
Protesters displayed a banner reading "Drop Visit Rwanda" and distributed armbands to cover up the Visit Rwanda logo on replica kits.
Interestingly, while Arsenal ends its association with Visit Rwanda, other European clubs continue their partnerships. PSG extended their sponsorship arrangement with Visit Rwanda until 2028, while Atlético Madrid signed a new deal for the same period, featuring the logo on both men's and women's team shirts.
The original partnership was widely seen as part of Arsenal's strategy to expand their fanbase across Africa, though mounting political pressure and fan discontent appear to have influenced the decision not to renew.
