The Rwanda Development Board (RDB) and Arsenal Football Club have officially announced that they have mutually agreed to conclude their long-standing partnership at the end of the current season, marking the end of an impactful eight-season collaboration that elevated Rwanda’s global tourism profile.
The partnership, launched under the internationally recognized Visit Rwanda brand, was Arsenal’s first ever Official Sleeve Partnership, placing Rwanda on the global stage through Premier League visibility and massive fan engagement around the world.
According to a joint announcement published today, the decision aligns with Visit Rwanda’s broader strategy to diversify its global sports partnerships and explore new markets that will propel the next chapter of Rwanda’s tourism and investment ambitions.
A Partnership That Outperformed Expectations
In the official communication, the two parties noted that they had “exceeded the original goals of the partnership, promoting conservation and sustainable tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth.”
Over the years, the partnership significantly amplified Rwanda’s tourism visibility globally, showcasing its wildlife, culture, and natural attractions. Tourism numbers mirrored this impact:
Visitor arrivals reached 1.3 million in 2024,
With tourism revenues hitting USD 650 million,
Representing a 47% increase since the deal began.
These achievements underscore the success of one of the most influential tourism-sports partnerships in Africa.
Moments That Defined the Collaboration
Throughout the partnership, Rwanda hosted numerous Arsenal legends and players, including Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe, and Laia Codina. Their visits exposed millions of fans to Rwanda’s unique attractions ranging from mountain gorilla trekking and Big Five safaris in Akagera National Park, to canopy walks in Nyungwe Forest and lake adventures on Lake Kivu.
The players and legends also participated in the annual Kwita Izina gorilla naming ceremony, Rwanda’s flagship conservation event, further solidifying the country’s global conservation message.
The collaboration also strengthened Rwanda’s ambition to position itself as a continental sports hub, supporting grassroots football programs that have benefited hundreds of young Rwandan players and coaches.
Statements From Both Parties
Jean-Guy Afrika, the Chief Executive Officer of the Rwanda Development Board, praised the partnership’s achievements, saying:
“We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world, driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match. And whilst we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support, partnership, and shared belief in Rwanda’s story over the past eight years. We look forward to continuing our relationship with the wider Kroenke Sports & Entertainment Group through our recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles, and we remain a fully committed and engaged partner of Arsenal’s men’s and women’s teams for the remainder of the season. We wish them all the very best in their continuing quest for even more sporting success in the months ahead.”
Arsenal’s Chief Executive Officer, Richard Garlick, also acknowledged the significance of the collaboration, stating:
“Our first ever sleeve partnership with Visit Rwanda has been a significant journey. Over many years, 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. The commitment and support of Visit Rwanda throughout our partnership has played an important role in driving forward our ambitions – helping us invest in our long-term vision to win major trophies, in a financially sustainable way. We thank the Rwanda Development Board for their partnership and what we’ve delivered.”
A Partnership Ending, But Relationships Continue
Although the Visit Rwanda–Arsenal partnership is set to conclude in June 2026, both sides affirmed that their relationship remains strong. RDB highlighted ongoing collaborations with Kroenke Sports & Entertainment, including partnerships with the LA Rams and SoFi Stadium.
As the final season of the partnership unfolds, Rwanda remains an active and committed partner of both Arsenal’s men’s and women’s teams, with hopes of closing the chapter with continued success on and off the pitch.
Brenna AKARABO
RADIOTV10
