Arsenal Ends Controversial Sponsorship with Visit Rwanda

Arsenal Football Club has announced the termination of its sponsorship partnership with Visit Rwanda, effective June 2025. The deal, which began in 2018 and was valued at approximately £10 million annually, has faced criticism due to Rwanda's alleged support for the M23 militia involved in conflicts in the eastern Democratic Republic of the Congo. The partnership aimed to enhance Arsenal's presence in Africa and promote tourism and conservation in Rwanda.

The Guardian

The sponsorship was part of Arsenal's strategy to expand its fanbase in Africa, leveraging Rwanda's image as a developing tourist destination. However, the partnership drew ire from various groups, particularly after Arsenal was accused of snubbing the Congolese government by not engaging with its foreign minister, Thérèse Kayikwamba Wagner, regarding the implications of the deal.

The Guardian

In a statement, Arsenal highlighted the achievements of the partnership, noting that it had successfully promoted conservation and sustainable tourism while supporting Rwanda's aspirations to become a sporting hub in Africa. Richard Garlick, Arsenal's chief executive officer, described the collaboration as a "significant journey" that advanced the club's ambitions. Conversely, the campaign group Gunners for Peace expressed discontent, protesting the sponsorship and calling for its termination during a Champions League match against Paris Saint-Germain.

The Guardian

The sponsorship faced backlash from segments of Arsenal's fanbase and advocacy groups. Gunners for Peace organized protests, displaying banners that read “Drop Visit Rwanda” and distributing armbands to obscure the Visit Rwanda logo on team kits. Critics argued that the partnership conflicted with Arsenal's values and raised ethical concerns regarding Rwanda's political actions.

The Guardian

As Arsenal concludes its partnership with Visit Rwanda, other clubs continue to engage with the Rwandan tourism board. Paris Saint-Germain recently extended its sponsorship with Visit Rwanda until 2028, while Atlético Madrid has also signed a new deal for the same duration, indicating a continued interest in promoting Rwandan tourism through sports.

The Guardian

• “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,” — Arsenal Statement

The Guardian

• “The ­partnership has also supported Rwanda’s ambition to become an international sporting hub in Africa and host more global sporting events whilst delivering grassroots football initiatives that have helped hundreds of young players and coaches develop their skills and inspire greater participation in sport across the country.” — Richard Garlick, CEO of Arsenal

The Guardian

• “Drop Visit Rwanda” — Gunners for Peace Protest Banner

The Guardian

The end of Arsenal's sponsorship with Visit Rwanda marks a significant shift in the club's approach to partnerships, reflecting the growing scrutiny of corporate sponsorships in the context of global political issues.

The Guardian