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President Kagame clarifies end of Visit Rwanda – Arsenal deal
Rwanda’s President Paul Kagame has confirmed that the country’s decision to end its Visit Rwanda sponsorship with Arsenal Football Club after the 2025/2026 season has nothing to do with pressure from European governments or the Democratic Republic of Congo (DRC).
The announcement was made on November 19, 2025, when Rwanda and Arsenal jointly stated that their eight-year partnership would conclude in June 2026.
A Business decision, not political pressure
Speaking at a press conference on November 26, 2025, Kagame explained that the deal was purely a business partnership and was ended by mutual agreement.
“This was a commercial partnership. Such agreements are reviewed periodically. We agreed to end it because Rwanda could not secure certain terms it requested as a partner,” Kagame said.
He dismissed claims that the decision was influenced by external pressure, noting that DRC officials had repeatedly lobbied Arsenal and Paris Saint-Germain to cut ties with Rwanda, but their efforts failed.
🌍DRC’s failed campaign
Kagame recalled how DRC leaders traveled to Europe to protest Rwanda’s sponsorship deals, especially after regional conflicts escalated.
“They kept making it an issue, even going to PSG, but nothing came of it. We continued our partnership and even gained new partners during that time,” he added.
Ironically, Kagame noted, DRC has now begun seeking its own partnerships with international football clubs.
Despite the end of the sponsorship, Kagame emphasized that he remains a loyal Arsenal supporter and will continue to follow the club’s matches.
Impact of Visit Rwanda
The partnership, launched in May 2018, saw Arsenal players wear the “Visit Rwanda” logo on their left sleeves across the men’s, women’s, and U23 teams. The deal significantly boosted Rwanda’s tourism sector: Tourist arrivals reached 1.3 million in 2024. Tourism revenue climbed to $650 million, a 47% increase since the partnership began
The campaign also enhanced Rwanda’s global visibility, showcasing its culture, history, and natural attractions to millions of football fans worldwide.
President Kagame’s remarks underline that the end of the Arsenal deal is a strategic business decision, not a result of political pressure. The Visit Rwanda campaign leaves behind a strong legacy of boosting tourism and reshaping Rwanda’s global image.
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