After eight years of a groundbreaking partnership, the collaboration between Arsenal Football Club and the Rwanda Development Board (RDB) is set to conclude in June 2026, as announced by the Rwanda Development Board. The partnership, which has made global waves since its inception in 2018, has not only transformed Rwanda’s tourism industry but has also played a significant role in positioning the country as a key player in African sports and conservation.
When Rwanda’s tourism brand, VisitRwanda, became Arsenal’s first-ever Official Sleeve Partner in 2018, it marked a bold move into the world of football sponsorship. Rwanda’s tourism sector had never before seen such high-profile exposure in a global sporting context. Over the past eight years, this partnership has set the bar for tourism boards globally, demonstrating the power of football as a tool for promoting international destinations.
Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board, reflected on the partnership’s success, saying, “We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world, driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match.”
One of the standout results of the partnership has been its substantial impact on Rwanda’s tourism industry. In 2024, the country saw a record-breaking 1.3 million visitors, a 47% increase in tourism revenue since the partnership began. With global visibility from Arsenal’s massive following, Rwanda’s natural beauty—ranging from mountain gorillas to safaris and cultural landmarks—was showcased to millions of football fans worldwide. The partnership effectively turned Rwanda into a must-see destination for global travelers.
Beyond tourism, the collaboration has had a profound influence on the conservation movement in Rwanda. Arsenal players, including legends like Alex Scott, Bacary Sagna, and current stars such as Caitlin Foord and Jurrien Timber, have visited Rwanda to engage with the country’s wildlife conservation efforts. From trekking with the mountain gorillas to participating in the annual Kwita Izina gorilla naming ceremony, these visits helped spotlight Rwanda’s dedication to preserving its unique ecosystems, while inspiring Arsenal fans to explore the country’s rich natural and cultural heritage.
Rwanda’s goal of becoming a leading African sports hub has also been supported by the partnership, which helped elevate the country’s profile within global sports. The collaboration has been key in supporting grassroots football programs, benefiting hundreds of young players and coaches across the country. By partnering with one of the world’s most recognized football clubs, Rwanda was able to inspire and empower a new generation of athletes, driving greater participation in sports at all levels.
As the partnership with Arsenal comes to an end, the Rwanda Development Board is setting its sights on diversifying its sports partnerships. The RDB is expanding its global footprint by collaborating with high-profile sporting organizations like the LA Rams and SoFi Stadium, further enhancing Rwanda’s visibility in the international sports arena. This strategic shift will allow Rwanda to tap into new markets and industries that align with its tourism and investment goals.
While the official sponsorship with Arsenal will end in 2026, the legacy of the partnership is undeniable. Over the years, Rwanda has successfully built relationships with the wider football community, not only in Africa but globally. The partnership helped Arsenal achieve its goals as well, raising awareness of the club’s brand while supporting its long-term vision for financial sustainability and global reach.
Richard Garlick, Arsenal’s Chief Executive Officer, acknowledged the significant impact of the collaboration, stating, “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.”
Looking ahead, Rwanda is not slowing down. With plans to expand into new sports and markets, the country is positioning itself as a key player in global tourism and sports. As Arsenal continues to play its part in global football, Rwanda’s tourism and sporting ambitions remain a central focus, ensuring that the partnership’s impact will be felt for years to come.
