Heis one of the most visible symbols of Rwanda’s influence strategy. Since 2018, the “Visit Rwanda” logo has been emblazoned on the left sleeve of the Gunners jersey, showcasing the “Land of a Thousand Hills” in front of millions of viewers every weekend. This cycle will end at the end of next season. Arsenal and the Rwanda Development Board (RDB) this Wednesday made it official that there would be no extension of the sponsorship contract after June 2026. For the Rwandan authorities, this is not a setback, but rather the culmination of a series. The official version describes the mission accomplished, where the initial fame goal will be surpassed. Figures presented by RDB prove this: tourism revenues have jumped 47% since the start of the partnership, reaching $650 million by 2024, for 1.3 million visitors received.
Kigali assured the amicable divorce was part of a desire to diversify its markets. Now the time has come to target North America and Spanish-speaking countries, regions considered critical for the next phase of tourism and investment growth. Jean-Guy Afrika, CEO of the Rwanda Development Board, which handles the global seduction operation, said he is “grateful for eight seasons with Arsenal. When this partnership ends in June 2026, we look to the future, building on the visibility, global presence and momentum gained to develop Visit Rwanda’s current position. This collaboration has boosted tourism, strengthened the Rwandan brand, opened new markets and increased global trust in our investment story.”
The shadow of war in the East
Behind the growth charts and marketing language, the partnership has also weathered tough times. Since its signing, and increasingly in recent months, the agreement has been the target of harsh criticism, described by its critics as a “sports-washing” operation intended to improve the image of a regime accused of human rights abuses. The main point of tension remains the security situation in the eastern part of the Democratic Republic of Congo (DRC). Kinshasa accused Rwanda of supporting the M23 rebellion, causing a serious humanitarian crisis in the region. An accusation corroborated by expert reports, although systematically denied by Kigali. The controversy even invited the spectators to the stands. The Congolese government has officially urged Arsenal to break off a partnership it described as “blood-stained”. Pressure was put on by several European supporters.
Claimed sporting heritage
Geopolitics and currency aside, Kigali wants to highlight the technical legacy the English club leaves behind. This partnership is not limited to the logo on the jersey; it includes a local football development component. Nelly Mukazayire, Rwanda’s Minister of Sports, emphasized these human and structural dimensions. “As our partnership between Visit Rwanda and Arsenal enters its final months, we celebrate the transformative impact it has had on Rwanda’s sports ecosystem. The annual coaching course has brought together technicians from D1 and D2 clubs, private academies and the Isonga program, building capacity and improving skills across our football landscape. Most recently, the “Hale End” experience has been a real highlight of the year. Our young athletes have accessed Arsenal’s elite facilities and drawn inspiration from the club’s legends, bearing witness to what their future can become with dedication and dedication. opportunities Through this journey, dreams are sparked, skills are shared and our young people get a glimpse of the incredible things they can achieve. Even after June 2026, Rwanda will always be home to the Arsenal family.
Heading West: from London to Los Angeles
If the crest disappears from London’s shirts, Rwandan money has not completely left Arsenal’s galaxy of owners. The reintroduction of the “Visit Rwanda” strategy represents a pragmatic pivot toward America. The choice was not an easy one: the United States currently represents the main market in terms of foreign tourist spending in Rwanda. To reap these huge profits, Kigali remains linked to Kroenke Sports & Entertainment (KSE), the parent company that owns Arsenal, but has now turned its attention to the American franchise. Partnerships have been established with the Los Angeles Clippers basketball team and the Los Angeles Rams American football team, as well as with their stadium, So-Fi Stadium. At the same time, Rwanda is overcoming the language barrier. By joining Atlético de Madrid, Kigali offers itself opportunities in Spain, especially in Spanish-speaking countries in Latin America. A strategy to optimize return on visibility that now targets markets with high purchasing power.
Paris-Saint-Germain: loyal allies
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The contrast is striking. While the English adventure ends, the beauty of France continues. Rwandan partner Paris Saint-Germain has chosen to stay the course, extending its sponsorship agreement until 2028. However, the Parisian club has not escaped the wave of protests. A petition condemning the presence of “Visit Rwanda” sponsors on training shirts and at the Parc des Princes has gathered more than 75,000 signatures. But unlike the dynamics observed elsewhere in Europe, this mobilization did not sit well with the Qatari club management, which assumed the continuation of this fruitful collaboration in terms of visibility. A dichotomy that proves that if Rwanda’s model of sports diplomacy develops, it will still maintain a strong anchor point in Europe, and for now be immune to geopolitical turmoil.
But if the club manager signs the contract, the supporters’ voices will be heard, sometimes turning the sporting arena into a political arena. The controversy surrounding the Rwandan partnership has extended to several major championships. In Germany, supporters of Bayern Munich, a club partly owned by its fans, led the most effective uprising. The mobilization of those against the partnership with Kigali forced Bavaria’s management to review and revise the terms of the initial sponsorship agreement. In England, in addition to the official call from Kinshasa, some Arsenal supporters mobilized to denounce the agreement as inconsistent with the club’s values, against the backdrop of the crisis in the eastern region of Congo. Despite a massive petition exceeding 75,000 signatories demanding the removal of the “Visit Rwanda” branding, its impact on PSG management remained zero, and the club renewed its faith in Kigali for another four years.
