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Arsenal Football Club has officially announced that its contentious sponsorship arrangement with Visit Rwanda will come to an end in the coming June.

Context and Criticism

The arrangement, said to be worth around £10 million annually, was initiated six years ago and has since been heavily criticized.

Such scrutiny stems from accusations of Rwandan assistance for the M23 militia in continuing hostilities in the eastern areas of the adjacent DRC.

In February, Arsenal faced allegations of committing a disrespectful act to the Congolese government by failing to convene with Foreign Minister Thérèse Kayikwamba Wagner to talk about the deal.

Partnership Structure and Objectives

Visit Rwanda serves as a division of the Rwanda Development Board, which is a state institution.

There is broad consensus that Arsenal entered into and maintained this partnership chiefly to increase their following across the continent.

However, the deal has now ended after both parties “mutually agreed” to go their separate ways.

“Jointly, Arsenal and the Rwanda Development Board have outperformed the original goals of the partnership – advocating preservation and sustainable tourism, inspiring millions of supporters to visit the nation, and building a solid groundwork for tourism growth,” stated an club announcement.

The announcement added that the partnership has also supported Rwanda's objective to emerge as an global sports center in Africa and stage additional international competitions while implementing local football projects that have supported many aspiring footballers and coaches develop their skills and promote increased engagement in sport across the country.

Management Opinion and Fan Backlash

Richard Garlick, Arsenal's chief executive officer, described the partnership as a “important voyage” and claimed it had been “propelling” the club's aspirations.

However, this perspective was not shared by a segment of the club's followers, with the protest movement Gunners Supporting Peace demonstrating outside the Emirates Stadium during the first semi-final encounter in Europe's premier competition against Paris Saint-Germain in the end of April.

Activists unveiled a placard declaring “End the Rwanda Deal” and distributed armbands to conceal the Rwanda branding on kits.

Broader Context and Other Clubs

In the same month, PSG renewed their partnership deal with Visit Rwanda until 2028.

At the same time, Atlético Madrid entered a new agreement for the same period that has caused the logo being carried on the Spanish club's men's and women's shirts.