🔗 Share this article

The North London club has confirmed that its disputed sponsorship arrangement with Visit Rwanda will come to an end in the coming June.

Background and Scrutiny

The partnership, estimated to cost around £10m per year, began in 2018 and has since come under fire.

The backlash arises from accusations of Rwandan assistance for the M23 militia in ongoing conflicts in the eastern part of the neighboring Democratic Republic of the Congo.

In February, Arsenal was criticized for delivering an "outrageous" snub to the Congolese government by not arranging a meeting with Foreign Minister Thérèse Kayikwamba Wagner to talk about the deal.

Deal Composition and Aims

Visit Rwanda operates as a division of the Rwanda Development Board, which is a public entity.

There is broad consensus that Arsenal committed to and continued this partnership mainly to grow their following across the continent.

Nonetheless, the deal has now ended after both parties “jointly decided” to end their collaboration.

“Collaboratively, Arsenal and the Rwanda Development Board have outperformed the initial objectives of the partnership – promoting conservation and eco-friendly travel, inspiring millions of supporters to explore Rwanda, and creating a lasting foundation for tourism growth,” stated an official Arsenal statement.

The release further noted that the partnership has also aided Rwanda's ambition to become an international sporting hub in Africa and host more global sporting events while delivering grassroots football initiatives that have supported many aspiring footballers and coaches develop their skills and promote increased engagement in athletics nationwide.

Management Opinion and Fan Backlash

Richard Garlick, Arsenal's top executive, characterized the deal as a “major expedition” and asserted it had been “driving forward” the club's goals.

However, this perspective was not shared by a section of Arsenal's fanbase, with the activist organization Arsenal Peace Advocates holding rallies outside the North London venue during the initial Champions League semi-final match against the French club in the end of April.

Protesters displayed a banner that read “Terminate the Visit Rwanda Partnership” and distributed armbands to cover up the Rwanda branding on jerseys.

Industry Perspective and Fellow Clubs

During that period, PSG continued their sponsorship agreement with Visit Rwanda for several more years.

Simultaneously, Atlético Madrid signed a fresh deal for the same period that has led to the emblem appearing on the Madrid-based team's men's and women's shirts.