Arsenal Football Club and the Rwanda Development Board (RDB) will end their high-profile partnership at the end of the 2025/2026 season, drawing to a close an eight-year collaboration that made Visit Rwanda the club’s first-ever Official Sleeve Partner.
The decision, announced jointly, marks the conclusion of one of global football’s most visible tourism partnerships.
According to both parties, the move aligns with Visit Rwanda’s new strategy to diversify into other international sports markets that support the next phase of the country’s tourism and investment growth.
Since its launch, the partnership has been credited with surpassing its original objectives—including raising awareness of Rwanda’s natural attractions, boosting tourism revenue, and strengthening global perceptions of the country as a conservation and travel destination.
Rwanda recorded 1.3 million tourist arrivals in 2024, with tourism revenue reaching US $650 million—a 47% increase since the partnership began.
Over the course of the collaboration, Arsenal stars and legends including Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe and Laia Codina visited Rwanda.
Their experiences—ranging from mountain gorilla trekking and Big Five safaris in Akagera National Park to canopy walks in Nyungwe Forest and leisure activities on Lake Kivu—featured prominently in global marketing campaigns.
The guests also participated in Rwanda’s annual Kwita Izina gorilla naming ceremony, the country’s flagship conservation event.
The partnership also extended beyond tourism promotion. Arsenal and RDB supported grassroots football programmes aimed at developing young talent and expanding sports participation in Rwanda.
The alliance contributed to Rwanda’s broader ambition to position itself as a continental sporting hub and host more international events.
RDB Chief Executive Officer Jean-Guy Afrika said the partnership had “broken new ground for tourism boards around the world,” accelerating Rwanda’s global visibility at a pace unmatched by traditional marketing efforts.
“We are proud of what this partnership has achieved. And whilst we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support and shared belief in Rwanda’s story,” he said.
Afrika added that Rwanda will continue engaging with the wider Kroenke Sports & Entertainment Group through ongoing partnerships with the LA Rams and SoFi Stadium.
Arsenal Chief Executive Officer Richard Garlick described the collaboration as a “significant journey” for the club.
“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,” he said.
Garlick credited Visit Rwanda’s support with helping the club advance its long-term ambitions sustainably.
Both organisations pledged to remain fully engaged partners through the remainder of the season.
