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

Origins and Examination

The partnership, reportedly valued at around £10 million annually, began in 2018 and has since faced significant scrutiny.

The backlash arises from the country's reported backing for the M23 rebel group in continuing hostilities in the eastern part of the neighboring Democratic Republic of the Congo.

Months ago, Arsenal was criticized for delivering an "outrageous" snub to the authorities in Congo by not arranging a meeting with Congolese diplomat Thérèse Wagner to address the sponsorship.

Deal Composition and Aims

Visit Rwanda functions as a division of the Rwanda's development authority, which is a public entity.

It is widely believed that Arsenal signed and upheld this partnership primarily to expand their following across the continent.

Nevertheless, the partnership has now terminated after both parties “mutually agreed” to part ways.

“Together, Arsenal and the Rwanda Development Board have surpassed the primary aims of the partnership – promoting conservation and eco-friendly travel, motivating countless fans to discover the country, and creating a lasting foundation for visitor increase,” stated an Gunners' release.

The statement continued that the partnership has also supported Rwanda's ambition to become an global sports center in Africa and stage additional international competitions while delivering local football projects that have helped hundreds of young players and coaches enhance their abilities and encourage more involvement in athletics nationwide.

Leadership View and Supporter Response

Richard Garlick, Arsenal's CEO, portrayed the arrangement as a “significant journey” and asserted it had been “driving forward” the club's ambitions.

But that is not how a segment of the club's followers, with the activist organization Gunners for Peace demonstrating outside the club's home ground during the first leg of the Champions League semi-final against Paris Saint-Germain in the end of April.

Protesters displayed a banner that read “Terminate the Visit Rwanda Partnership” and handed out sleeves to conceal the Visit Rwanda logo on jerseys.

Broader Context and Other Clubs

During that period, PSG renewed their partnership deal with Visit Rwanda until 2028.

Simultaneously, Atlético Madrid entered a new agreement for the same period that has resulted in the logo being carried on the Madrid-based team's first-team and women's team jerseys.