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Arsenal Football Club has declared that its much-debated sponsorship agreement with Visit Rwanda will come to an end in June this upcoming year.

Context and Criticism

This deal, said to be worth around £10 million annually, began in 2018 and has since been heavily criticized.

This criticism is due to accusations of Rwandan assistance for the M23 forces in continuing hostilities in the eastern areas of the bordering Congo.

In February, Arsenal was criticized for committing a disrespectful act to the authorities in Congo by not arranging a meeting with the DRC's foreign minister to address the sponsorship.

Partnership Structure and Objectives

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

It is widely believed that Arsenal signed and maintained this partnership primarily to expand their African supporter base.

Nevertheless, the partnership has now terminated after both parties “jointly decided” to go their separate ways.

“Collaboratively, Arsenal and the Rwanda Development Board have outperformed the primary aims of the partnership – promoting conservation and sustainable tourism, motivating countless fans to visit the nation, and building a solid groundwork for visitor increase,” read an club announcement.

The release further noted that the partnership has also supported Rwanda's goal of becoming an global sports center in Africa and welcome more worldwide tournaments while executing grassroots football initiatives that have helped hundreds of young players and coaches enhance their abilities and inspire greater participation in sport across the country.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's CEO, characterized the deal as a “significant journey” and stated it had been “propelling” the club's aspirations.

Yet this view was contested by a segment of the club's followers, with the activist organization Gunners for Peace demonstrating outside the Emirates Stadium during the first leg of the Champions League semi-final against the French club in late April.

Demonstrators showed a sign stating “Terminate the Visit Rwanda Partnership” and distributed armbands to cover up the partnership emblem on jerseys.

Industry Perspective and Fellow Clubs

In the same month, PSG extended their sponsorship arrangement with Visit Rwanda for several more years.

Meanwhile, the Madrid-based team entered a new agreement for the same period that has led to the branding featured on the Spanish club's men's and women's shirts.