English Premier League club Arsenal have confirmed it will end its multi-million-pound ‘Visit Rwanda’ shirt-sleeve sponsorship at the end of the 2025/26 season, bringing an eight-year partnership to a close.
The deal, signed in 2018 and worth over £10m per year, was the club’s first-ever sleeve sponsorship, but it has faced growing criticism from sections of the fanbase and political pressure from abroad.
In April, supporters launched a coordinated campaign calling for the sponsorship to be scrapped, even unveiling a satirical “Visit Tottenham” billboard outside the Emirates ahead of a match against Crystal Palace.
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The sponsorship also faced external pressure after the government of the Democratic Republic of Congo (DRC) urged Arsenal to cut ties in February, following accusations that Rwandan-backed rebels had fuelled conflict in eastern DRC.
Announcing the end of the partnership, Arsenal said the separation was a mutual agreement between the club and the Rwanda Development Board.
Arsenal Chief Executive Richard Garlick praised the collaboration, noting that it had helped Arsenal make long-term investments while boosting Rwanda’s global tourism profile.
“Our first-ever sleeve partnership with Visit Rwanda has been a significant journey,” Garlick said.
“The commitment and support of Visit Rwanda throughout our partnership have played an important role in driving forward our ambitions, helping us invest in our long-term vision to win major trophies in a financially sustainable way.
“We thank the Rwanda Development Board for their partnership and what we’ve delivered together.”
Despite its commercial success, the deal has been contentious. Increased violence in eastern DRC and Rwanda’s human rights record prompted fan groups, including Arsenal’s LGBTQ+ supporters’ group, Gay Gooners, to call for its termination.
In a recent poll of more than 2,500 members, only 2% supported renewing the £10m-a-year contract.
