Arsenal and the Rwanda Development Board (RDB) have announced that their eight-year partnership will officially conclude in June 2026, marking the end of a highly successful collaboration that significantly elevated Rwanda’s global tourism profile.

The decision, the two sides say, aligns with Visit Rwanda’s new strategy to diversify its sports partnerships and expand into additional global markets.

The announcement was made on Wednesday, 19th November 2025, with officials noting that the partnership far surpassed its original goals by promoting conservation, sustainable tourism, and widening global awareness of Rwanda as a premier travel destination.

Key data from the Rwanda Development Board shows that tourist arrivals reached 1.3 million in 2024, pushing tourism revenues to $650 million; a 47% increase since Visit Rwanda first appeared on Arsenal’s shirt sleeve.

“This partnership broke new ground for tourism boards around the world, driving awareness and visitation at a pace traditional campaigns could never match,” Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board said.

He noted that the country is now focused on carrying this momentum into new sports and new markets, even as it remains engaged with Arsenal for the remainder of the season.

During the eight-season collaboration, Arsenal players, legends, and fans were introduced to Rwanda’s rich natural and cultural heritage. Standout moments included the Rwanda Heritage Day at the Emirates Stadium, as well as visits by Arsenal stars such as Alex Scott, Mathieu Flamini, Bacary Sagna, Caitlin Foord, Katie McCabe, and Laia Codina. These visits showcased Rwanda’s gorilla trekking experience, Big Five safaris in Akagera National Park, canopy walks in Nyungwe, and leisure adventures on Lake Kivu.

The partnership also played a significant role in positioning Rwanda as a growing sports tourism hub in Africa. Beyond promotional activities, the collaboration supported grassroots football programs that have helped hundreds of young Rwandans develop their skills and deepen community engagement in sport.

Arsenal CEO Richard Garlick praised the partnership’s impact, noting that Visit Rwanda’s support had helped the club advance both its community outreach and long-term competitive ambitions.

“Our first ever sleeve partnership with Visit Rwanda has been a significant journey,” Garlick said.

While the partnership will officially end in June 2026, both parties emphasized their intention to continue engaging through broader relationships within the Kroenke Sports & Entertainment ecosystem, including collaborations involving the LA Rams and SoFi Stadium.