Arsenal and Rwanda Development Board (RDB) will end their long-running partnership at the conclusion of the 2025/26 season, bringing an eight-year collaboration to a close. The agreement, which began in 2018, marked a milestone as Visit Rwanda became Arsenal’s first Official Sleeve Partner.
Over the past eight seasons, Arsenal and Visit Rwanda have surpassed the initial expectations of the partnership. Their joint efforts promoted Rwanda’s conservation and sustainable tourism initiatives, helping to build a foundation for continued growth in the tourism sector.
The collaboration has played a significant role in showcasing Rwanda’s natural attractions, contributing to a major boost in visitor numbers. In 2024 alone, Rwanda recorded 1.3 million tourist arrivals and earned US$650 million in tourism revenue, a 47% jump since the partnership began.
Several standout moments defined the partnership, including Rwanda Heritage Day at Emirates Stadium and numerous visits by Arsenal players, legends, and staff such as Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe, and Laia Codina. These trips highlighted Rwanda’s diverse experiences from mountain gorilla trekking and game drives in Akagera National Park to canopy walks in Nyungwe Forest and scenic tours of Lake Kivu. Delegations also participated in the annual Kwita Izina gorilla naming ceremony, the country’s flagship conservation event.
RDB Chief Executive Officer Jean-Guy Afrika praised the impact of the partnership. “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,” he said.
Rwanda is now broadening its focus to new sports and markets; the country remains appreciative of Arsenal’s support.
Arsenal CEO Richard Garlick also reflected positively on the partnership. “Our first-ever sleeve partnership with Visit Rwanda has been a significant journey,” he said. “Their commitment and support have helped drive our long-term ambition to compete for major trophies in a financially sustainable way.”
Both sides will continue working together through the remainder of the 2025/26 season as the partnership enters its final months.
