TA: Arsenal finally dropped sponsorship from Rwanda due to fan boycott/human rights issues

Hupu, November 21st, TheAthleticUK Arsenal and team reporter James McNicholas analyzed Arsenal’s sponsorship issues.

The club announced on Wednesday that it will end its eight-year partnership with the Rwanda Development Board in June 2026.

Many Arsenal fans are relieved to see the partnership with Visit Rwanda come to an end, as the partnership has come under scrutiny after the Rwandan government was accused by multiple human rights groups of serial human rights abuses. Rwanda’s support for the M23 in neighboring Congo has exacerbated these concerns.

A recent survey by the Arsenal Supporters Trust showed that more than 90% of respondents wanted to end the partnership, with 67% of them voting for immediate termination. Another 23% are prepared to wait until their contracts expire next summer.

Starting from the 2026-27 season, Arsenal will activate a new armband sponsor. Visit Rwanda said they are now “focused on expanding this momentum into new sports and new markets.”

This news surprised some people. The Athletic reported in October that Arsenal were in discussions with Visit Rwanda over a contract extension. Negotiations have been going on for about a year, with Arsenal weighing up the future of the armband sponsorship.

According to sources close to the negotiations, it is not completely impossible to renew the contract with the Rwanda Tourism Board. All those interviewed requested anonymity to protect relationships.

Arsenal has established a strong cooperative relationship with the East African country Rwanda Development Board, and both parties have achieved remarkable results in promoting environmental protection and the booming luxury tourism industry. Arsenal has helped establish Rwanda as an international sporting hub in Africa and has supported a number of grassroots football projects.

Of course, there are also financial factors to consider. The lucrative armband sponsorship partnership with the Rwanda Tourism Board provides sustainable income and a platform for Arsenal’s sporting ambitions. Rwandan President Paul Kagame is a loyal Arsenal fan, and both parties believe that the Rwanda Tourism Board can become a long-term partner.

Arsenal is in a highly competitive market environment and is eager to maximize the use of every resource. The financial framework of the sporting world means these sponsorship deals have a significant impact on Arsenal's ability to invest on the field.

There are only a handful of brands that can match the sponsorship deals offered by Rwanda. Arsenal are aware that finding a partner that can match Visit Rwanda's financial investment will not be easy.

But the club is keen to explore other options. Staff have been instructed to identify other potential partners to bolster Arsenal's negotiating leverage and provide them with a clear understanding of the options.

The club is also aware of the PR issues surrounding the partnership and the growing unease among fans. Arsenal's partnership with Visit Rwanda has been controversial.

In the end, Arsenal decided to find another way to sponsor armbands. Arsenal's chief commercial officer Juliet Slott has come up with a more attractive proposal. An initiative led by Slott saw the club's commercial income rise from £169.3m to £218.3m in its latest financial report.

Now, with an attractive alternative in front of them, the Arsenal board - with an infusion of new blood - has chosen change. Arsenal have received sponsorship offers from a number of brands, including technology and cryptocurrency companies. The identity of the new partner has not yet been announced, but a formal agreement is said to be close.

The Rwanda Tourism Board is eyeing the US market and will continue its relationship with Arsenal's parent company, Kroenke Sports Enterprises, through partnerships with the Los Angeles Rams and Los Angeles So-Fi Stadium.

Arsenal’s partnership with the Rwanda Development Board will continue until the end of the season. Who knows, maybe Arsenal will finally lift the Premier League trophy wearing the Rwanda Tourism Board logo.