In a statement released on Wednesday, RDB said the move reflects the Visit Rwanda brand's broader strategy to diversify its global sports partnerships and expand into new markets that support the next phase of its tourism and investment ambitions.
The partnership, launched in 2018, has been widely credited with elevating Rwanda's global profile, particularly in tourism and conservation. According to RDB, the collaboration surpassed its original goals by inspiring millions of Arsenal supporters worldwide to discover Rwanda and by strengthening the country's positioning as a leading sustainable tourism destination.
Over the past eight seasons, the Visit Rwanda brand featured prominently on Arsenal's men's and women's teams, supported by a series of joint campaigns that highlighted Rwanda's natural beauty and cultural heritage. RDB noted that during this period, visitor arrivals climbed to 1.3 million in 2024, with tourism revenues reaching $650 million, a 47% increase since the partnership began.
The relationship also delivered standout promotional moments, including Rwanda Heritage Day at the Emirates Stadium and several visits by Arsenal legends and players such as Alex Scott, Bacary Sagna, Mathieu Flamini, Jurrien Timber, Caitlin Foord, Katie McCabe, and Laia Codina.
The visits showcased attractions ranging from mountain gorilla trekking and Big Five safaris in Akagera National Park to canopy walks in Nyungwe and leisure experiences along Lake Kivu. Many of the club's representatives also took part in Kwita Izina, Rwanda's flagship annual gorilla naming ceremony.
Beyond tourism promotion, the partnership supported Rwanda's ambition to establish itself as a leading African sporting hub by helping deliver grassroots football initiatives that have benefited young players and coaches across the country.
RDB Chief Executive Officer Jean-Guy Afrika said the partnership 'broke new ground for tourism boards around the world,' adding that while Rwanda is now shifting its focus to new global markets, the country remains thankful for Arsenal's support over the past eight years.
'We are proud of what this partnership has achieved over many years of collaboration. It broke new ground for tourism boards around the world, driving awareness and visitation for Rwandan tourism at a pace traditional campaigns could never match," the RDB CEO stated.
He added that Rwanda will continue to work with the wider Kroenke Sports & Entertainment Group through its more recent partnerships with the LA Rams and SoFi Stadium.
"We look forward to continuing our relationship with the wider Kroenke Sports C Entertainment Group through our recent partnerships with the LA Rams and So-Fi Stadium in Los Angeles, and we remain a fully committed and engaged partner of Arsenal's men's and women's teams for the remainder of the season. We wish them all the very best in their continuing quest for even more sporting success in the months ahead," he added.
Arsenal CEO Richard Garlick praised the collaboration, describing it as a 'significant journey' that helped raise awareness of Rwanda's conservation efforts while strengthening the club's connections across Africa and driving forward its ambitions.
"The commitment and support of Visit Rwanda throughout our partnership has played an important role in driving forward our ambitions, helping us invest in our long-term vision to win major trophies, in a financially sustainable way. We thank the Rwanda Development Board for their partnership and what we've delivered together," Garlick stated.
Both sides confirmed they remain committed partners through the remainder of the season.
Visit Rwanda, the official tourism brand of the Rwanda Development Board, has a growing global sports portfolio, including partnerships with Paris Saint‑Germain, Atlético de Madrid, and FC Bayern Munich, before more recently signing deals with U.S. teams the LA Clippers and Los Angeles Rams.
Wycliffe Nyamasege
Source : https://en.igihe.com/sports/article/visit-rwanda-arsenal-to-end-eight-season-partnership-in-2026
