Arsenal midfielder Declan Rice/SCREENGRAB
Arsenal and the Rwanda Development Board (RDB) have announced that their long-running partnership will come to an end at the conclusion of the current season.
This will bring to a close an eight-year collaboration that saw “Visit Rwanda” become the club’s first-ever Official Sleeve Partner.
The decision marks a shift in Visit Rwanda’s global marketing strategy, with the tourism body now seeking to diversify its sports partnerships and tap into new markets aligned with its next phase of tourism and investment growth.
According to both parties, the partnership exceeded its original objectives—boosting Rwanda’s international profile, advancing conservation and sustainable tourism campaigns, and inspiring millions of football fans to visit the East African nation.
The branding deal played a key role in propelling Rwanda’s tourism industry, with visitor arrivals hitting 1.3 million in 2024 and revenue climbing to US$650 million—representing a 47 per cent rise since the collaboration began.
Throughout the partnership, Arsenal players and legends—among them Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe, and Laia Codina—visited Rwanda to explore its renowned attractions.
Their experiences included gorilla trekking in Volcanoes
National Park, Big Five safaris in Akagera, canopy walks in Nyungwe, leisure
activities on Lake Kivu, and participation in the celebrated Kwita Izina
gorilla naming ceremony.
Beyond tourism promotion, the partnership also supported Rwanda’s goal of positioning itself as a leading African sporting hub. Joint initiatives helped nurture grassroots football, offering training opportunities and mentorship to hundreds of young players and coaches.
RDB Chief Executive Officer Jean-Guy Afrika said the partnership set a new standard for tourism marketing, accelerating Rwanda’s global visibility in ways traditional advertising could not.
“We are proud of what this partnership has achieved over many years of collaboration,” Afrika said. “It broke new ground for tourism boards around the world, driving awareness and visitation at a pace traditional campaigns could never match. As we expand into new sports and markets, we remain grateful to Arsenal for its support and shared belief in Rwanda’s story.”
Afrika added that Rwanda looks forward to continuing its broader relationship with the Kroenke Sports & Entertainment Group, citing recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles.
Arsenal CEO Richard Garlick lauded the impact of the partnership, describing it as a “significant journey” for the club.
“Our first-ever sleeve partnership with Visit Rwanda has been transformative,” Garlick said. “Together, we have raised global awareness of Rwanda’s tourism and conservation efforts while also deepening connections with supporters across Africa. The commitment of Visit Rwanda has helped us pursue our long-term ambition to compete for major trophies in a financially sustainable way.”
He thanked the Rwanda Development Board for its long-standing support, noting that both sides remain committed partners for the remainder of the season.
