English Premier League club Arsenal and the Rwanda Development Board (RDB) have jointly announced that their partnership will come to a close at the end of the current season, concluding an eight-season collaboration that positioned Visit Rwanda as Arsenal’s first-ever Official Sleeve Partner.
The decision marks a shift in Visit Rwanda’s global marketing strategy as the country looks to diversify its sports partnerships and tap into new markets aligned with its expanding tourism and investment ambitions.
Since the partnership began, Arsenal and RDB have surpassed the goals set at the outset, raising Rwanda’s profile as a global tourism destination, promoting conservation and sustainable travel, and driving strong tourism growth.
Rwanda has seen significant results during the collaboration. International visitor arrivals climbed to 1.3 million in 2024, while tourism revenues reached US$650 million, a 47% increase since the partnership launched.
A Partnership that transformed global perception
Throughout the agreement, Rwanda’s landscapes, culture and luxury tourism experiences have taken centre stage. Iconic moments included Rwanda Heritage Day at the Emirates Stadium and visits to the country by Arsenal representatives and former stars such as Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe and Laia Codina.
Arsenal players and legends explored Rwanda’s world-renowned attractions, from mountain gorilla trekking and Big Five safaris in Akagera, to Nyungwe’s canopy walkway and Lake Kivu’s leisure activities. Many also participated in Kwita Izina, the annual gorilla naming ceremony and a global celebration of Rwanda’s conservation leadership.
Supporting Rwanda’s sports development
The partnership also played a role in accelerating Rwanda’s ambition to become a premier sporting hub in Africa. Grassroots football programmes backed by the collaboration have helped hundreds of young athletes and coaches build skills and drive wider participation in sports nationwide.
RDB Chief Executive Officer Jean-Guy Afrika expressed pride in the partnership’s achievements:
“This partnership broke new ground for tourism boards globally, driving awareness and visitation at a pace traditional campaigns could never match,” he said.
“We remain grateful to Arsenal for its support and shared belief in Rwanda’s story over the past eight years.”
Afrika added that Rwanda will continue working within the broader Kroenke Sports & Entertainment ecosystem through its recent partnerships with the LA Rams and SoFi Stadium in Los Angeles.
Arsenal CEO Richard Garlick acknowledged the historic impact of the partnership:
“Our first-ever sleeve partnership with Visit Rwanda has been a significant journey,” he said.
“The support of Visit Rwanda has played an important role in helping us invest in our long-term ambition to win major trophies in a financially sustainable way.”
Garlick further thanked the Rwanda Development Board “for what we’ve delivered together.”
