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Arsenal Football Club has officially announced that its much-debated sponsorship partnership with Visit Rwanda will come to an end in the coming June.

Background and Scrutiny

This deal, reportedly valued at around £10 million annually, was first established and has since faced significant scrutiny.

Such scrutiny is due to accusations of Rwandan assistance for the M23 forces in persistent fighting in the eastern part of the neighboring Democratic Republic of the Congo.

In February, Arsenal was accused of delivering an "outrageous" snub to the government of the DRC by not arranging a meeting with Foreign Minister Thérèse Kayikwamba Wagner to address the sponsorship.

Agreement Framework and Goals

Visit Rwanda operates as a branch of the the country's development agency, which is a state institution.

There is broad consensus that Arsenal signed and continued this partnership primarily to expand their African supporter base.

However, the partnership has now terminated after both parties “mutually agreed” to part ways.

“Collaboratively, Arsenal and the Rwanda Development Board have outperformed the initial objectives of the partnership – promoting conservation and eco-friendly travel, motivating countless fans to discover the country, and creating a lasting foundation for travel industry expansion,” stated an Gunners' release.

The release further noted that the partnership has also aided Rwanda's objective to emerge as an international sporting hub in Africa and stage additional international competitions while implementing local football projects that have supported many aspiring footballers and coaches enhance their abilities and promote increased engagement in sport across the country.

Management Opinion and Fan Backlash

Richard Garlick, Arsenal's chief executive officer, portrayed the arrangement as a “major expedition” and claimed it had been “driving forward” the club's goals.

Yet this view was contested by a portion of the Gunners' supporters, with the activist organization Arsenal Peace Advocates demonstrating outside the Emirates Stadium during the first leg of the Champions League semi-final against PSG in the end of April.

Protesters displayed a sign stating “Drop Visit Rwanda” and handed out sleeves to cover up the partnership emblem on kits.

Broader Context and Other Clubs

In the same month, the French champions renewed their partnership deal with Visit Rwanda until 2028.

Simultaneously, Atlético Madrid entered a new agreement for the equivalent timeframe that has resulted in the emblem appearing on the Madrid-based team's first-team and women's team jerseys.