Arsenal officially announced that its eight-year cooperation with the Rwanda Tourism Board will end in June 2026.
Arsenal and the Rwanda Development Board have jointly decided to terminate their partnership at the end of this season, marking the end of an eight-season partnership. As part of this partnership, Rwanda Tourism becomes Arsenal’s first official armband partner. This decision reflects the Rwanda Tourism Board’s strategic alignment to diversify into global sports partnerships and expand into new markets to support the next phase of its tourism and investment objectives.
Through the partnership, Arsenal and the Rwanda Development Board have exceeded their original goals of promoting conservation and sustainable tourism, inspiring millions of fans to discover the country, and laying a solid foundation for tourism growth. The partnership showcases Rwanda’s natural beauty and accelerates the country’s tourism industry. In 2024, visitor numbers will reach 1.3 million and tourism revenue will increase to US$650 million, a 47% increase since the cooperation began.
Highlights during the partnership include the Rwandan Heritage Day at the Emirates Stadium and visits from members of the Arsenal family such as Alex Scott, Mathieu Flamini, Bakari Sagna, Urien Timber, Caitlin Ford, Katie McCabe and Laia Cordona. They experienced Rwanda’s extraordinary natural and cultural heritage, from mountain gorilla trekking and Big Five Safari in Akagera, to canopy walks in Nyungwe and recreational activities in Lake Kivu, and participated in the annual gorilla naming ceremony – the country’s flagship conservation event.
In addition, the cooperation supports Rwanda’s ambition to become an international sports hub in Africa, hosting more global sports events, and promoting grassroots football projects, helping hundreds of young players and coaches improve their skills and igniting enthusiasm for sports participation across the country.
Jean-Guy Afrika, CEO of the Rwanda Development Board, said: "We are proud of what we have achieved through our partnership over the years. It has broken new ground for tourism boards around the world, increasing awareness and visits to Rwanda's tourism industry at a rate that traditional promotions cannot match. Although we are now focusing on new sports and market expansion, but we remain grateful to Arsenal for their support, partnership and shared belief in the Rwanda story over the past eight years."
"We look forward to continuing our relationship with Kroenke Sports and Entertainment Group through our recent partnership with the Los Angeles Rams and SoFi Stadium, and continuing to serve as the full sponsor of Arsenal's men's and women's teams for the remainder of the season. We wish them many more sporting successes in the coming months."
Arsenal CEO Richard Garlick added: "Our first armband partnership with Rwanda Tourism is an important journey as we work together to raise global awareness of Rwanda's tourism and conservation efforts. Many new connections have been made with our supporters across Africa."
"The Rwanda Tourism Board's commitment and support throughout the partnership has been instrumental in achieving our long-term vision - helping us to win important trophies in a financially sustainable way."