From next season, Visit Rwanda will not appear on the sleeve of Arsenal’s shirts. The club announced that they will end their eight-year partnership with the Rwanda Development Board in June 2026.
Many Arsenal fans will be relieved to see the association
with Visit Rwanda conclude, with the relationship coming under considerable
scrutiny due to the Rwandan government being accused of serial abuses by
multiple human rights groups. Rwanda’s backing of M23 militia in
neighbouring Congo has amplified those concerns.
A recent survey among the Arsenal Supporters’ Trust showed
that more than 90 per cent of respondents wanted the partnership to end, with
67 per cent voting to negotiate an immediate exit from the deal. A further 23
per cent were prepared to wait until the contract’s expiry next summer.
An early termination was never particularly likely for
Arsenal — extricating themselves from the Visit Rwanda agreement would have
been incredibly complex, as well as potentially leaving the club with a
significant financial shortfall. But Arsenal have now made clear their
intention to go in a different direction.
From 2026-27, Arsenal will have a new sleeve sponsor. For
their part, Visit Rwanda says it is now “focused on expanding that momentum
into new sports and new markets”.
A renewal with Rwanda was not out of the question, according
to sources close to the negotiations, who spoke to the New York Times. Arsenal
had a strong partnership with the East African nation’s development board, one
that was delivering against the aims of promoting conservation causes and a
burgeoning luxury tourism industry. Arsenal have helped promote Rwanda as an international
sporting hub in Africa, as well as assisting in several grassroots football
initiatives.
There were financial realities to consider. The sleeve
sponsorship with Visit Rwanda was lucrative, offering sustainable income that
helped provide a platform for Arsenal’s sporting ambitions. Rwanda President
Paul Kagame is a passionate Arsenal fan, and it was felt that Visit Rwanda
could be a long-term partner.
Arsenal are operating in a highly competitive environment
and are eager to maximise every possible resource, and the sport’s financial
framework means these sponsorship deals have a significant impact on Arsenal’s
ability to invest on the field.
There is a finite list of brands with the capability and
resources to rival the deal on offer from Rwanda. Arsenal were aware that
finding a partner who could match Visit Rwanda’s financial commitment would be
challenging.
But the club were eager to explore alternatives. Staff were
instructed to seek out other potential partners to strengthen Arsenal’s hand
and give them a clear view of their options.
The club were aware of the public relations issues around
the association and the mounting unease among fans. Arsenal’s partnership with
Visit Rwanda has been highly controversial.
Arsenal have a kit manufacturing deal and primary
partnership with Adidas that runs until 2030 — the club have had to be mindful
of the manufacturing timeline, and of the huge issues that would be caused for
the kit supplier if the Visit Rwanda partnership ended unexpectedly.
Ultimately, Arsenal have chosen to go in a new direction for
their sleeve sponsorship. Arsenal’s chief commercial officer, Juliet Slot,
brought an offer to the table that, as a package, proved more attractive. Slot
is credited with leading a drive that improved commercial revenue from £169.3m
to £218.3m ($222m to $285m) in the latest set of accounts.
With a compelling alternative now on the table, Arsenal’s
board has opted for change. Arsenal have
fielded interest from a variety of brands, including technology and
cryptocurrency companies. The identity of their new partner is not yet known,
but a formal agreement is said to be close.
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