Arsenal have announced they will conclude their high-profile , and often hotly debated , sleeve sponsorship with Visit Rwanda at the end of the season, bringing an eight-year collaboration to a close. The decision ends a relationship that has increasingly become a lightning rod for supporter frustration and political scrutiny.
The partnership, launched in 2018 as Arsenal’s inaugural sleeve deal, was initially celebrated as a lucrative commercial win. But as the agreement was extended and its value grew, so too did unease among sections of the fanbase, who questioned the club’s alignment with Rwanda’s global branding campaign amid escalating regional tensions in Central Africa.
Critics of the deal found renewed voice in recent years as the Rwandan government faced allegations from the Democratic Republic of Congo that it had provided military support to M23 rebels , accusations Kigali has repeatedly denied. For many Arsenal supporters, the political backdrop made the commercial partnership difficult to reconcile with the club’s stated values, amplifying calls for a clean break.
The pressure surged earlier this year when Visit Rwanda expanded its football footprint by signing a fresh agreement with Atlético Madrid. Arsenal fan groups publicly urged the club not to pursue any further extensions, insisting that short-term financial gain should not overshadow broader ethical considerations. Their message was underscored by a tongue-in-cheek “Visit Tottenham” protest campaign aimed at highlighting their dissatisfaction.
With the contract now set to expire in June, Arsenal appear ready to shift focus toward new commercial opportunities , ones they hope will resonate more comfortably with supporters. The club is expected to unveil a replacement sleeve partner later this year as it resets its commercial strategy ahead of the new season.
