Arsenal and the Rwanda Development Board (RDB) have announced that their long-standing partnership will officially conclude at the end of the current season. This marks the end of an eight-year collaboration that saw “Visit Rwanda” become the club’s first-ever Official Sleeve Partner.
Strategic Shift in Rwanda’s Global Marketing Approach
The decision signals a shift in Visit Rwanda’s marketing strategy, with the tourism board now seeking to diversify its sports partnerships and explore new markets aligned with its next phase of global tourism and investment growth.
According to both parties, the partnership exceeded its initial objectives. It played a crucial role in elevating Rwanda’s global visibility, promoting conservation and sustainable tourism, and inspiring millions of football fans worldwide to visit the East African nation.
Tourism Growth Boosted by the Partnership
The Visit Rwanda branding deal had a significant impact on the country’s tourism sector. Rwanda recorded 1.3 million visitors in 2024, with tourism revenue reaching US$650 million a 47% increase since the partnership began. Throughout the collaboration, numerous Arsenal players and legends including Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe, and Laia Codina visited Rwanda to explore the country’s top attractions.
Their trips featured iconic experiences such as gorilla trekking in Volcanoes National Park, Big Five safaris in Akagera National Park, canopy walks in Nyungwe Forest, leisure activities on Lake Kivu, and participation in the annual Kwita Izina gorilla naming ceremony.
Support for Sports Development in Rwanda
Beyond tourism promotion, the partnership contributed to Rwanda’s ambition to become a leading African sporting hub. Joint initiatives helped develop grassroots football, offering mentorship and training opportunities to hundreds of young players and coaches.
RDB and Arsenal Laud the Success of the Partnership
RDB Chief Executive Officer Jean-Guy Afrika praised the collaboration as a groundbreaking model for tourism marketing.
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 at a pace traditional campaigns could never match. As we expand into new sports and markets, we remain grateful to Arsenal for its support and shared belief in Rwanda’s story
Jean-Guy Africa Afrika added that Rwanda looks forward to expanding its broader relationship with the Kroenke Sports & Entertainment Group, referencing recent collaborations with the LA Rams and So-Fi Stadium in Los Angeles.
Arsenal CEO Richard Garlick also commended the partnership, describing it as a significant chapter in the club’s history.
Our first-ever sleeve partnership with Visit Rwanda has been transformative.Together, we have raised global awareness of Rwanda’s tourism and conservation efforts while also deepening connections with supporters across Africa. The commitment of Visit Rwanda has helped us pursue our long-term ambition to compete for major trophies in a financially sustainable way
Richard Garlick He expressed gratitude to RDB for its long-standing support and reaffirmed that both parties remain committed partners for the rest of the season.
