Africa-Press – Rwanda. Arsenal’s partnership with Visit Rwanda will not be renewed when the existing deal expires in June 2026, according to Rwanda Development Board (RDB).
RDB said, in a statement released on Wednesday, November 19, that the English Premier League side mutually agreed to conclude the partnership which was first signed in May 2018.
The two parties now enter the final year of their eight-season collaboration which has been marked by a number of key milestones worth celebrating from both ends.
Top Arsenal stars visit Rwanda
Through Visit Rwanda deal, Arsenal legends and first-team players participated in promotional visits and conservation-awareness activities.
According to RDB, standout moments throughout the partnership include the Rwanda Heritage Day at Emirates Stadium, as well as visits from the Arsenal family including Alex Scott who was the first to visit the country shortly after the deal was signed, followed by David Luiz in 2019, Gilberto Silva and Robert Pires and Jurrien Timber in 2023, among other several figures.
Rwandan businesswoman Kate Bashabe, here posing with British long distance runner Mo Farah, is among Rwandan celebrities who visited Emirates Stadium through the Visit Rwanda-Arsenal partnership deal-courtesy
Together, the football stars experienced Rwanda’s extraordinary natural and cultural heritage, from mountain gorilla trekking and Big Five safaris in Akagera, to canopy walks in Nyungwe and lake leisure on Kivu.
For instance, Alex Scott was the first to visit the country shortly after the deal was signed, followed by David Luiz in 2019, Gilberto Silva and Robert Pires and Jurrien Timber in 2023 and several others who visited the country for various activities.
While some were in the country to explore the country’s top tourism attractions, others were involved in Kwita Izina gorilla naming ceremony – the country’s flagship conservation event.
The most recent participant was former Arsenal and France defender Bacary Sagna, who named a baby gorilla during the 2025 edition held in Kinigi, Musanze District, on September 5.
Arsenal Women players weren’t left out of the initiative, with the likes of Katie McCabe, Caitlin Foord, and Laia Codina also visiting Rwanda in July as part of ongoing engagement under the partnership.
Beyond Kwita Izina, Arsenal players joined Rwanda in activities such as the commemoration of the 1994 Genocide against the Tutsi, as well as holding training clinics and other community outreach initiatives.
Visit Rwanda’s visibility has also been thriving globally through branding on Arsenal’s match day LED boards, interview backdrops and the club’s Emirates Stadium which attracts more than 250,000 visitors each year.
On the Rwandan side, a number of top Rwandan figures traveled to the Emirates to watch Arsenal’s Premier League matches are a result of the partnership. Some of them include Miss Rwanda 2016 Jolly Mutesi, NBA Africa CEO and former RDB CEO Clare Akamanzi, businesswoman Kate Bashabe and Rwandan envoy to the United Kingdom Johnston Busingye and others.
Landmark tourism revenues
The partnership deal with Arsenal reflects Visit Rwanda’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.
Together, Arsenal and RDB have exceeded the original goals of the partnership – promoting conservation and sustainable tourism, inspiring millions of supporters to discover the country, and creating a lasting foundation for tourism growth.
RDB reported a 47 percent increase in tourism revenues since the partnership began, signaling its impact in accelerating growth of the country’s tourism industry.
To justify the trend, visitor arrivals hit 1.3 million in 2024 with tourism revenues rising to US $650m (approx. Rwf 941 billion).
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