Arsenal and the Rwanda Development Board will conclude their long-running partnership at the end of this season, ending an eight-year collaboration.
The agreement made Visit Rwanda Arsenal’s first official sleeve sponsor.
The decision follows Visit Rwanda’s plan to broaden its global sports partnerships and tap into new markets that match its tourism and investment goals.
Both sides say the partnership exceeded expectations.
READ: Africa: Rwanda Is Making a Push for the Right Number of High-Spending Visitors
It promoted conservation, pushed sustainable tourism and encouraged millions of fans to learn more about Rwanda.
The campaign helped boost tourism numbers, with visitor arrivals hitting 1.3 million in 2024 and revenues rising to US$650 million, a 47% jump since the deal began.
The campaign helped boost tourism numbers
The collaboration also highlighted Rwanda’s attractions through activities like Rwanda Heritage Day at Emirates Stadium and visits by Arsenal stars such as Alex Scott, Mathieu Flamini, Bacary Sagna, Jurrien Timber, Caitlin Foord, Katie McCabe and Laia Codina.
They explored the country’s wildlife and culture, from gorilla trekking and safaris in Akagera to canopy walks in Nyungwe and lake experiences on Kivu.
Some also took part in the annual Kwita Izina gorilla-naming ceremony.
