🔗 Share this article

The North London club has declared that its much-debated sponsorship agreement with Visit Rwanda will expire in June of next year.

Background and Scrutiny

This deal, estimated to cost around ten million pounds each year, was first established and has since been heavily criticized.

The backlash is due to the country's reported backing for the M23 rebel group in persistent fighting in the eastern part of the bordering Congo.

Earlier this year, Arsenal was criticized for delivering an "outrageous" snub to the Congolese government by failing to convene with Congolese diplomat Thérèse Wagner to talk about the deal.

Partnership Structure and Objectives

Visit Rwanda serves as a branch of the Rwanda's development authority, which is a public entity.

Many speculate that Arsenal committed to and continued this partnership chiefly to increase their following across the continent.

However, the partnership has now terminated after both parties “collectively determined” to part ways.

“Jointly, Arsenal and the Rwanda Development Board have surpassed the primary aims of the partnership – supporting environmental protection and eco-friendly travel, motivating countless fans to explore Rwanda, and establishing a durable base for travel industry expansion,” declared an club announcement.

The release further noted that the partnership has also aided Rwanda's ambition to become an international sporting hub in Africa and stage additional international competitions while executing community soccer programs that have helped hundreds of young players and coaches develop their skills and inspire greater participation in athletics nationwide.

Management Opinion and Fan Backlash

Richard Garlick, Arsenal's CEO, portrayed the arrangement as a “significant journey” and stated it had been “advancing” the club's goals.

Yet this view was contested by a section of Arsenal's fanbase, with the campaign group Arsenal Peace Advocates staging protests outside the Emirates Stadium during the first semi-final encounter in Europe's premier competition against Paris Saint-Germain in late April.

Activists unveiled a sign stating “Drop Visit Rwanda” and handed out sleeves to cover up the Rwanda branding on jerseys.

Broader Context and Other Clubs

Around that time, PSG continued their sponsorship agreement with Visit Rwanda until 2028.

Meanwhile, Atlético Madrid signed a fresh deal for the same period that has caused the branding featured on the Madrid-based team's first-team and women's team jerseys.