04/03/2026
All you need to know Rwanda paid Arsenal approximately £10 million per season.
The "Visit Rwanda" logo on Arsenal's jersey is a strategic tourism and investment partnership between the club and the Rwanda Development Board (RDB).
How and Why It Started
Launch (May 2018): Rwanda became Arsenal’s first-ever shirt sleeve partner and official tourism partner in a landmark three-year deal.
Strategic Vision: The goal was to leverage the Premier League’s massive global audience—where the Arsenal shirt is seen an estimated 35 million times daily—to reposition Rwanda as a modern, safe, and progressive travel destination.
The Presidential Connection: Rwandan President Paul Kagame, a lifelong and vocal Arsenal fan, was a primary driver behind the deal.
Economic Ambition: Rwanda aimed to double its tourism revenue from $400 million to $800 million by 2024.
How Arsenal Benefited
Financial Growth: Arsenal received approximately £10 million ($13 million) annually, totaling over $100 million over the eight-season partnership.
Investment in Success: The revenue helped the club invest in its "long-term vision to win major trophies" while staying financially sustainable.
African Fan Engagement: It strengthened the club’s connection with its massive African fanbase, where Arsenal is one of the most supported teams.
Innovative Marketing: The partnership led to creative projects, such as a limited-edition gorilla toy that sold out in weeks, with proceeds supporting conservation efforts.
How Rwanda Benefited
Surge in Tourism: One year after launch, tourism revenue grew by 17%, and by 2024, it had increased by 47% overall, reaching $650 million.
Visitor Volume: International arrivals reached 1.3 million in 2024, confirming the campaign's global impact.
Football Development: Arsenal sent coaches to Rwanda to host training camps for youth players and provided technical support for local academies.
Global Awareness: Public perception shifted, with half of surveyed fans in the first year saying they would consider visiting the country.
The Conclusion (June 2026)
Mutual Agreement: In November 2025, both parties announced they would end the partnership at the close of the 2025–26 season.
Strategic Shift: Rwanda is redirecting its focus toward other sports and markets, including new deals with the LA Rams and LA Clippers in the United States.
Growing Pressure: The deal faced significant scrutiny from human rights groups and fan campaigns like "Gunners for Peace" over Rwanda's political policies and regional conflicts.