Arsenal and the Rwanda Development Board have agreed to end their sleeve sponsorship at the close of the 2025/26 season, bringing an eight-year partnership to a close.
The decision comes as Visit Rwanda shifts its focus toward the United States after recent agreements with the LA Clippers and LA Rams.
The collaboration began in 2018 and became Arsenal’s first sleeve partnership. It promoted Rwanda’s tourism sector and helped position the country as a destination built on conservation, cultural heritage and rising investment opportunities.
According to Rwanda Development Board, visitor arrivals reached 1.3 million in 2024 and tourism revenues rose to 650 million dollars, a 47 percent jump since the partnership began.
Arsenal Chief Executive Richard Garlick said the partnership helped the club invest in its long term goals.
“Over many years, we’ve worked together to raise global awareness of Rwanda’s tourism and conservation efforts and built many new connections with our supporters across Africa,” he said.
Rwanda Development Board Chief Executive Jean Guy Afrika said the agreement exceeded expectations and accelerated Rwanda’s tourism growth faster than traditional campaigns.
“We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world,” Afrika said, pointing to the country’s shift to new sports markets as the next strategic step while expressing gratitude for Arsenal’s support over the years.
The partnership produced standout moments. Arsenal legends and current players visited sites such as Akagera National Park, Nyungwe Forest, Lake Kivu and participated in the annual Kwita Izina gorilla naming ceremony.
Heritage Day at Emirates Stadium also showcased Rwanda’s culture to thousands of fans.
Notably, the program also supported grassroots football development and aligned with Rwanda’s ambition to grow as a sporting hub in Africa.
