Arsenal have mutually agreed with the Rwanda Development Board to end their groundbreaking sleeve sponsorship at the conclusion of the 2025-26 season, bringing the curtain down on one of the most innovative and impactful partnerships in modern football.
Launched in 2018, the Visit Rwanda deal – worth over £10m per year – turned the Gunners’ sleeve into a global billboard for Rwanda’s extraordinary transformation, its breathtaking natural beauty, and its bold ambition to become Africa’s premier sporting and tourism hub.
From the rolling hills of Volcanoes National Park to the pristine shores of Lake Kivu, from the world-class conservation success of gorilla trekking to the vibrant streets of Kigali – one of Africa’s cleanest, safest, and fastest-growing capitals – the partnership showcased a nation that has risen from tragedy to become a beacon of hope, reconciliation, and progress.
Arsenal CEO Richard Garlick praised the collaboration for playing “an important role in helping us invest in our long-term vision to win major trophies, in a financially sustainable way,” while the Rwanda Development Board highlighted how the deal “broke new ground for tourism boards” and helped position Rwanda as an international sporting destination.
The numbers speak for themselves: millions of new visitors discovered Rwanda’s gorillas, its world-class convention centre, and its growing reputation as the “Singapore of Africa.” The country’s tourism sector has boomed, with visitor numbers more than doubling since 2018, and Rwanda has successfully hosted major events from the Basketball Africa League to cycling’s Road World Championships.
While the sleeve logo will disappear from Arsenal shirts after next season, Visit Rwanda’s presence at the top of European football remains strong through extended partnerships with Paris Saint-Germain and new deals with clubs like Atlético Madrid. Across the Atlantic, the brand is also making waves with the NFL’s Los Angeles Rams and NBA’s LA Clippers.
For Rwanda – a country that has achieved remarkable reconciliation, economic growth, and environmental leadership in just three decades – the Arsenal partnership was never just about a logo. It was about telling a story of hope, ambition, and possibility to the world.
As one of Africa’s most admired success stories, Rwanda’s journey continues to inspire – and the legacy of this groundbreaking collaboration will live on long after the final match of 2025-26.
Well played, Rwanda. The world is still watching – and visiting.