Premier League giants Arsenal will officially end their long-standing partnership under the “Visit Rwanda” program at the end of the season, the Rwanda Development Board confirmed on Wednesday, marking the end of one of the most high-profile commercial partnerships in football.
The agreement, which began eight seasons ago, has received increasing attention in recent years due to the escalation of violence in eastern Democratic Republic of Congo (DRC), where Rwanda is accused of supporting the rebel group M23. Since 2021, the militia has controlled much of the region, causing mass displacement, thousands of deaths, and a deepening humanitarian crisis.
Both the DRC and M23 recently signed a ceasefire and peace agreement, but tensions remain high.
Arsenal fans staged protests in early April, demanding the severance of ties with Rwanda due to the ongoing conflict. As part of the partnership, the “Visit Rwanda” logo was prominently displayed on Arsenal’s shirt sleeves, and the club promoted its tourism services on its platforms.
A statement from the Rwanda Development Board read:
“Arsenal and the Rwanda Development Board have mutually agreed to terminate their partnership at the end of this season, bringing to an end an eight-season relationship that saw Visit Rwanda become Arsenal’s first official cover partner.”
While Arsenal is withdrawing, Rwanda’s sports brand strategy continues, with active partnerships with Paris Saint-Germain, Bayern Munich, and Atletico Madrid.
The termination of the agreement signals a significant shift in how football clubs forge global partnerships, especially when geopolitical controversies are at stake.
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