Arsenal and the Rwanda Development Board have officially announced the conclusion of their long-standing partnership, bringing an end to an eight-season collaboration that became one of the club’s most recognisable commercial relationships.
The agreement, which will expire at the end of the current season, saw Visit Rwanda serve as Arsenal’s first-ever Official Sleeve Partner, marking a milestone in both the club’s marketing history and Rwanda’s efforts to boost global tourism visibility.
The partnership, launched in 2018, was designed to spotlight Rwanda’s tourism, conservation, and economic transformation. Over the years, the Visit Rwanda logo became a familiar presence on Arsenal’s kits, broadcast to millions of viewers across the world.
Beyond branding, the relationship included joint campaigns, club tours, and initiatives aimed at engaging fans across Africa.
Reflecting on the impact and success of the collaboration, Arsenal’s Chief Executive Officer Richard Garlick praised the partnership’s reach and significance.
“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.“
Garlick also acknowledged the strategic value the partnership brought to the club’s long-term sporting and commercial goals.
“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 together.”
While both sides part on positive terms, the conclusion marks a new chapter for Arsenal’s commercial portfolio and for Rwanda’s global tourism campaign strategy.
The collaboration leaves a lasting legacy, not only in brand visibility but in bridging cultural connections, strengthening African fan engagement, and contributing to the club’s broader ambitions on and off the pitch.
As the season draws to a close, so too does one of the Premier League’s most influential international partnerships, remembered for its pioneering nature and global reach.
