Arsenal Ends Visit Rwanda Partnership Amid DRC Conflict Backlash

Arsenal has officially terminated its eight-year sponsorship deal with Visit Rwanda, the tourism arm of the Rwanda Development Board, effective at the end of the 2025-26 season. The mutual agreement brings to a close a controversial collaboration that began in 2018, when Visit Rwanda became the club’s first official sleeve partner.

The decision follows mounting pressure from fans, human rights groups, and the Democratic Republic of Congo (DRC) government over Rwanda’s alleged support for the M23 rebel militia in eastern DRC. Protests intensified in 2025, with fan group Gunners for Peace staging demonstrations outside the Emirates Stadium during the Champions League semi-final against PSG in April, urging the club to drop the “blood-stained” sponsor. A survey by the Arsenal Supporters’ Trust revealed over 90% of members opposed renewal, with 67% favoring immediate termination.

DRC Foreign Minister Thérèse Kayikwamba Wagner wrote to Arsenal in February, accusing them of ignoring a meeting request and calling for an end to the deal amid a humanitarian crisis. The UK government suspended aid to Rwanda in February 2025 over the M23 issue.

Arsenal CEO Richard Garlick acknowledged the partnership’s impact: “Our first ever sleeve partnership with Visit Rwanda has been a significant journey. Over many years, we’ve worked together to raise global awareness of Rwanda’s tourism and conservation efforts and built many new connections with our supporters across Africa. The commitment and support of Visit Rwanda throughout our partnership has played an important role in driving forward our ambitions, helping us invest in our long-term vision to win major trophies, in a financially sustainable way. We thank the Rwanda Development Board for their partnership and what we’ve delivered together.”

The deal generated around £10 million annually for Arsenal in the 2023-24 season. Visit Rwanda CEO Jean-Guy Afrika stated the partnership “broke new ground for tourism boards” and expressed pride in its achievements, while noting diversification into U.S. markets via deals with LA Rams and SoFi Stadium.

In contrast, Paris Saint-Germain (PSG) extended their Visit Rwanda sponsorship until 2028 in April 2025, despite a petition signed by nearly 75,000 fans calling for its end. PSG’s renewal includes logo placement on academy kits in the US and Canada, and men’s team sleeves at the 2025 FIFA Club World Cup. The club cited the deal’s role in promoting Rwanda as a tourism destination, but faced backlash from DRC officials and supporters highlighting the same M23 concerns.

Atletico Madrid also signed a three-year Visit Rwanda deal in 2025 for their men’s and women’s shirts, while Bayern Munich downgraded theirs to a training partnership earlier in the year amid similar protests.

Arsenal’s move has been praised by activists, with Gunners for Peace calling it “a step towards peace.” The club has not announced a replacement sleeve sponsor yet.