Arsenal and Visit Rwanda to End Landmark Partnership, Shifting Focus to New Global Markets
After eight years of unprecedented collaboration, Arsenal Football Club and Visit Rwanda have jointly announced the conclusion of their partnership, set for June 2026. This decision, formalized in a mutual statement, marks the close of a highly successful chapter that has redefined nation branding and sports marketing for Rwanda, while also providing Arsenal with a strategic commercial edge.
For Rwanda, the alliance with Arsenal stands out as one of the most effective investments in its recent history. The partnership propelled the country onto the global stage, leveraging the massive reach of the English Premier League to drive tourism and reshape perceptions of Rwanda as a vibrant, welcoming destination. According to the Rwanda Development Board, the country welcomed 1.3 million visitors in 2024, generating an impressive USD 650 million in tourism revenues—a testament to the power of strategic sports sponsorship.
Jean-Guy Afrika, CEO of the Rwanda Development Board, expressed gratitude for the years of collaboration, emphasizing that the momentum built with Arsenal will now be channeled into new sports and markets. “We are grateful for these years of support and trust, and we are now focused on expanding this momentum into new sports and new markets,” he stated. Rwanda is already strengthening its presence in the United States through partnerships with the LA Rams and SoFi Stadium, while also deepening its footprint in Europe with clubs like Atlético de Madrid.
From Arsenal’s perspective, the partnership has been a major strategic asset. Richard Garlick, the club’s CEO, highlighted the collaboration’s role in increasing Rwanda’s visibility and building deeper connections with supporters across Africa. He also noted the positive impact on Arsenal’s ability to invest sustainably in its long-term sporting ambitions, underscoring the mutual benefits that have defined the relationship.
The decision to conclude the partnership is not rooted in any discord but reflects a deliberate shift in Rwanda’s marketing strategy. The country is now aiming to build on the achievements of the past eight years by focusing on the American and Mediterranean markets. This geographical refocusing aligns with Rwanda’s evolving economic, tourism, and events-driven ambitions, ensuring that the nation continues to innovate in its approach to global branding.
Throughout the partnership, the “Visit Rwanda” logo became a familiar sight on Arsenal’s kit sleeves, broadcast to millions of viewers worldwide each week. This visibility translated into tangible results for Rwanda’s tourism sector, with increased arrivals, higher revenues, and a stronger international profile. The collaboration also set a new benchmark for how African destinations can leverage high-profile sports partnerships to accelerate growth and attract investment.
As the partnership draws to a close, both parties are celebrating the legacy of their alliance. For Rwanda, the focus now shifts to sustaining and expanding its global reach. The country’s ongoing partnerships in the United States and Europe are designed to tap into new audiences and reinforce Rwanda’s image as a dynamic, forward-looking destination. For Arsenal, the end of the Visit Rwanda sponsorship opens the door to new commercial opportunities, while maintaining the strong connections built with African supporters over the past decade.
This transition comes at a time when African nations are increasingly recognizing the value of strategic branding and international partnerships. Rwanda’s experience with Arsenal offers a blueprint for other countries seeking to harness the power of sports to drive tourism, investment, and national pride. The partnership’s success demonstrates that with the right vision and execution, African destinations can compete on the world stage and achieve remarkable results.
Looking ahead, Rwanda’s shift toward the American and Mediterranean markets signals a new phase in its global strategy. By building on the foundation laid with Arsenal, the country is well-positioned to capture emerging opportunities and continue its ascent as a leading African destination. The lessons learned from this landmark partnership will undoubtedly inform future initiatives, ensuring that Rwanda remains at the forefront of innovative nation branding and tourism development.
For Africa’s travel sector, the conclusion of the Arsenal-Visit Rwanda partnership is both an end and a beginning. It highlights the transformative potential of sports marketing and the importance of adapting strategies to changing market dynamics. As Rwanda embarks on its next chapter, the continent’s travel professionals are encouraged to think boldly about how partnerships, innovation, and targeted branding can unlock new growth and redefine Africa’s place in the global tourism landscape.
