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Having served as Arsenal's first-ever sleeve sponsor and a highly recognizable tourism campaign, the "Visit Rwanda" partnership with the Rwanda Development Board (RDB) will conclude in June 2026, after an eight-season run. The deal, signed in 2018 and valued at over £10 million per year, significantly helped Rwanda promote its tourism ambitions globally. Both sides mutually agreed to the termination as Rwanda seeks to pivot to new global markets and expand its sports marketing footprint.
Over the eight seasons, the branding on Arsenal’s shirts, matchday experiences, and extensive promotional content showcased the country’s landscapes and conservation efforts to millions.
The initiative clearly paid off for Kigali because tourist arrivals hit 1.3 million in 2024, while revenue surged to US$650 million (about KSh 84.47 billion), a 47% jump since the sponsorship began.
Arsenal and RDB highlighted several standout moments, from Rwanda Heritage Day at the Emirates to visits by club legends and first-team players. Those trips gave global audiences a window into the country’s natural attractions, including gorilla trekking in the Virungas, safaris in Akagera, Nyungwe’s rainforest canopy walk, and Lake Kivu’s leisure circuit.
Players and ambassadors also participated in Kwita Izina, Rwanda’s internationally celebrated gorilla-naming ceremony.
Beyond tourism promotion, the partnership supported grassroots football programmes in Rwanda and strengthened the country’s push to become a major sporting hub in Africa.
RDB CEO Jean-Guy Afrika said the collaboration “broke new ground for tourism boards around the world” and noted that while Rwanda is now broadening its reach into other sports and regions, the impact of the Arsenal deal remains significant.
Arsenal CEO Richard Garlick praised Visit Rwanda’s role in helping the club fund long-term sporting ambitions in a sustainable way, saying the partnership created meaningful links with supporters across Africa.
“Our first-ever sleeve partnership with Visit Rwanda has been a significant journey. 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.
The commitment and support of Visit Rwanda throughout our partnership has 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," the Arsenal CEO said.