Arsenal end multi-year relationship after protests to mega-money deal | Football | Sport

Arsenal have confirmed that their controversial sponsorship deal with Visit Rwanda will conclude at the end of the 2025/26 season. The Gunners have faced backlash from supporters, including the group ‘Gunners for Peace’, who argue that the partnership does not align with the club’s “values and standards”.

This criticism was heightened following a renewed agreement between both parties in April. The deal, which is believed to bring in over £10m annually, led to the creation of the aforementioned supporter group in an attempt to instigate change – a move that seems to have been successful.

In a statement released on Wednesday morning, the club announced: “Arsenal and Visit Rwanda to conclude landmark eight-season partnership in June 2026. Arsenal and the Rwanda Development Board have mutually agreed to conclude their partnership at the end of this season, bringing to a close an eight-season collaboration that included Visit Rwanda as Arsenal’s first Official Sleeve Partner.”

The decision is said to reflect Visit Rwanda’s wider strategy to diversify its global sports partnerships and venture into new markets that support the next stage of its tourism and investment ambitions.

The club added: “Together, Arsenal and the Rwanda Development Board have exceeded the original goals of the partnership – promoting conservation and sustainable tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth.”

In an effort to convey their concerns to the club, supporter groups also initiated a ‘visit Tottenham‘ campaign which appears to have been recognised.

Earlier this year, Bayern Munich ended their agreement with Visit Rwanda following relentless pressure from supporters. The Arsenal Supporters’ Trust voiced their displeasure with the arrangement at the latest Advisory Board meeting.

Addressing the development, Arsenal’s chief executive officer Richard Garlick said: “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.

“We thank the Rwanda Development Board for their partnership and what we’ve delivered together.”

Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board added: “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.

“And whilst we are now focused on expanding that momentum into new sports and new markets, we remain grateful to Arsenal for its support, partnership, and shared belief in Rwanda’s story over the past eight years.

“We look forward to continuing our relationship with the wider Kroenke Sports and Entertainment Group through our recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles, and we remain a fully committed and engaged partner of Arsenal’s men’s and women’s teams for the remainder of the season.

“We wish them all the very best in their continuing quest for even more sporting success in the months ahead.”