Eight years later, Rwanda to leave Arsenal’s shirt sleeve in June 2026

By Ignatius Ssuuna 

Kigali, Rwanda — Rwanda’s government announced Wednesday that it will end its partnership with Premier League leaders Arsenal in June 2026, concluding an eight-year collaboration that officials describe as a major success for the country’s tourism sector and international profile.

Since the partnership began in 2018, Rwanda has leveraged Arsenal’s global reach to boost tourism, with visitor arrivals reaching 1.3 million in 2024 and tourism revenues rising to US $650 million — a 47% increase since the deal started, according to the Rwanda Development Board (RDB).

RDB CEO Jean-Guy Afrika hailed the partnership as “groundbreaking”:

“We are proud of what this collaboration has achieved. It drove awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match.”

Government spokesperson Yolande Makolo explained that ending the deal reflects a strategic shift:

“This move allows Visit Rwanda to diversify its global sports partnerships and expand into new markets for the next phase of our tourism and investment ambitions.”

The partnership, which made Visit Rwanda Arsenal’s first Official Sleeve Partner, inspired millions to discover the country and promoted conservation and sustainable tourism. Although the Arsenal sleeve deal concludes in June 2026, Rwanda will maintain relationships with Arsenal’s men’s and women’s teams for the remainder of the season, while exploring new collaborations, including recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles.

Rwanda has long pursued high-profile sports partnerships with European clubs and may bid to host Formula 1’s first African Grand Prix in more than 30 years. Yet these initiatives are not without controversy. Rights groups accuse the government of using major sporting events to “sportswash” its image, while concerns about human rights abuses persist. Last year, U.S. senators warned the NBA against complicity in alleged abuses through Rwanda partnerships — claims Kigali denies.

The country also faces international scrutiny over its involvement in the Democratic Republic of Congo. The UN and DRC accuse Rwanda of arming and supporting the M23 armed group, largely Tutsi-led, which has controlled significant territories in the Kivus region of eastern Congo since late 2021. M23 is affiliated with the Alliance Fleuve Congo (AFC), an armed coalition in eastern DRC, and is suspected of receiving Rwandan support — allegations the Rwandan government denies.

Despite these controversies, officials maintain that the Arsenal partnership was a resounding success for Rwanda’s tourism sector and international visibility:

“Together, Arsenal and the Rwanda Development Board have exceeded the original goals, promoting conservation and sustainable tourism, inspiring millions, and creating a lasting foundation for tourism growth,” Afrika said.