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Arsenal Football Club has officially announced that its contentious sponsorship agreement with Visit Rwanda will expire in June this upcoming year.

Background and Scrutiny

The partnership, said to be worth around ten million pounds each year, was initiated six years ago and has since faced significant scrutiny.

The backlash is due to the country's reported backing for the M23 rebel group in continuing hostilities in the eastern areas of the neighboring Democratic Republic of the Congo.

Earlier this year, Arsenal was criticized for issuing a severe rebuff to the authorities in Congo by failing to convene with the DRC's foreign minister to talk about the deal.

Partnership Structure and Objectives

Visit Rwanda operates as an arm of the the country's development agency, which is a public entity.

Many speculate that Arsenal signed and continued this partnership mainly to grow their following across the continent.

However, the deal has now ended after both parties “jointly decided” to go their separate ways.

“Collaboratively, Arsenal and the Rwanda Development Board have exceeded the initial objectives of the partnership – supporting environmental protection and responsible tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth,” read an club announcement.

The announcement added that the partnership has also aided Rwanda's ambition to become an global sports center in Africa and host more global sporting events while delivering grassroots football initiatives that have supported many aspiring footballers and coaches improve their techniques and promote increased engagement in sport across the country.

Leadership View and Supporter Response

Richard Garlick, Arsenal's chief executive officer, characterized the deal as a “significant journey” and asserted it had been “propelling” the club's goals.

But that is not how a section of Arsenal's fanbase, with the activist organization Gunners for Peace demonstrating outside the club's home ground during the initial Champions League semi-final match against Paris Saint-Germain in the end of April.

Protesters displayed a sign stating “Drop Visit Rwanda” and provided wristbands to conceal the partnership emblem on uniforms.

Industry Perspective and Fellow Clubs

During that period, PSG renewed their partnership deal with Visit Rwanda through 2028.

Simultaneously, the Madrid-based team entered a new agreement for the same period that has led to the logo being carried on the Madrid-based team's male and female kits.