Arsenal Rwanda Partnership Ends: New Strategic Phase Begins
Arsenal and Visit Rwanda to End Partnership in 2026
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After eight years, Arsenal Football Club and the Rwanda Progress Board (RDB) have jointly decided to conclude their partnership in June 2026. The collaboration, widely regarded as a success for both parties, has significantly boosted Rwanda’s global profile and tourism sector.
Published November 19, 2023
Rwanda’s Tourism Gains from the Partnership
The partnership with Arsenal proved to be a highly effective nation-branding investment for Rwanda. The country experienced significant tourism growth, welcoming 1.3 million visitors in 2024 and generating USD 650 million in revenue, according to data released by the Rwanda Development Board [Rwanda Development Board].
Strategic Shift for Visit Rwanda
Jean-Guy Afrika, CEO of the Rwanda Development Board, stated the decision allows Rwanda to build on its momentum and expand into new sports and markets. Visit Rwanda is actively strengthening its presence in the United States through partnerships with the LA rams [Los Angeles Rams] and SoFi Stadium [SoFi Stadium],while also continuing its development in Europe with Atlético de Madrid [Atlético de Madrid].
Arsenal’s Perspective on the Collaboration
Arsenal also views the partnership as a strategic asset.Richard Garlick, the club’s CEO, emphasized the collaboration’s role in increasing Rwanda’s visibility and fostering connections with supporters across Africa. He also highlighted the positive impact on Arsenal’s ability to invest sustainably in its long-term sporting ambitions.
A Geographical Refocusing
The decision to end the partnership is not due to any conflict, but rather a deliberate geographical refocusing aligned with Rwanda’s evolving priorities.Rwanda aims to leverage the successes of the past eight years to enhance its visibility in the American and Mediterranean markets, supporting its economic, tourism, and events-driven goals.