🔗 Share this article

Arsenal Football Club has officially announced that its much-debated sponsorship agreement with Visit Rwanda will expire in June this upcoming year.

Context and Criticism

This deal, said to be worth around ten million pounds each year, was initiated six years ago and has since faced significant scrutiny.

The backlash stems from accusations of Rwandan assistance for the M23 militia in persistent fighting in the eastern areas of the neighboring Democratic Republic of the Congo.

Months ago, Arsenal faced allegations of issuing a severe rebuff to the government of the DRC by declining to meet with Congolese diplomat Thérèse Wagner to discuss the partnership.

Agreement Framework and Goals

Visit Rwanda serves as an arm of the Rwanda Development Board, which is a government department.

There is broad consensus that Arsenal signed and upheld this partnership primarily to expand their fanbase in Africa.

Nonetheless, the partnership has now terminated after both parties “jointly decided” to go their separate ways.

“Together, Arsenal and the Rwanda Development Board have exceeded the primary aims of the partnership – promoting conservation and responsible tourism, inspiring millions of supporters to explore Rwanda, and creating a lasting foundation for travel industry expansion,” stated an club announcement.

The announcement added that the partnership has also supported Rwanda's ambition to become an worldwide athletic destination in Africa and stage additional international competitions while delivering grassroots football initiatives that have assisted numerous youth athletes and coaches develop their skills and inspire greater participation in athletics nationwide.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's chief executive officer, described the partnership as a “major expedition” and asserted it had been “advancing” the club's ambitions.

But that is not how a segment of the club's followers, with the campaign group Gunners for Peace holding rallies outside the North London venue during the initial Champions League semi-final match against the French club in the end of April.

Protesters displayed a placard declaring “Drop Visit Rwanda” and provided wristbands to hide the Visit Rwanda logo on jerseys.

Wider Landscape and Additional Teams

During that period, Paris Saint-Germain renewed their partnership deal with Visit Rwanda through 2028.

Meanwhile, the Madrid-based team inked a recent contract for the same period that has led to the branding featured on the Spanish club's men's and women's shirts.