By Emmanuel Nduka Obisue
English Premier League giants Arsenal have announced that they will conclude their partnership with Rwanda’s tourism campaign, Visit Rwanda, at the end of this season. The deal, which has seen the Visit Rwanda logo featured on the Gunners’ sleeves since 2018, will not be renewed.
The collaboration initially represented a significant commercial agreement, reportedly valued at over $13 million per year. It aimed to promote Rwanda as a tourism destination while supporting Arsenal’s global brand.
However, the partnership has drawn criticism due to concerns over Rwanda’s human rights record and allegations that the country has supported armed groups in eastern Democratic Republic of Congo, claims Kigali has consistently denied.
Visit Rwanda described the decision to end the collaboration as part of a strategic shift toward new markets, particularly in the United States. The campaign recently secured a sponsorship with the LA Rams, reflecting its focus on broadening international exposure.
Arsenal, in a statement, praised the partnership for helping the club achieve its objectives of promoting sustainable tourism and wildlife conservation. The club highlighted that millions of supporters worldwide were inspired to explore Rwanda, and thanked the tourism board for its role in Arsenal’s broader long-term vision, including its ambitions to compete for major trophies.
