Africa-Press – Rwanda. Rwanda Development Board (RDB) and Arsenal Football Club, on Wednesday, November 19, announced the mutual agreement to conclude their sponsorship partnership at the end of the 2025/2026 football season.
The development brings to an end an eight-season collaboration that featured Visit Rwanda as Arsenal’s official sleeve partner.
Since the agreement was signed in 2018, Rwanda has built on the momentum, expanding its sports sponsorship portfolio across European football, American basketball and football, and continental leagues.
Here is a look at the major sports sponsorships Rwanda has secured over the past decade:
1. Arsenal FC (2018)
Visit Rwanda became Arsenal Football Club’s official shirt sleeve partner in 2018, with the logo appearing on the left sleeve of all men’s, women’s, and youth team kits. Originally launched as a three-year agreement and later extended, the partnership was designed to promote Rwanda as a tourism destination on a global stage.
Beyond branding, Arsenal’s players from both the men’s and women’s teams visited Rwanda, while club coaches conducted coaching camps to nurture local talent and support the growth of the game for boys and girls in the country.
The partnership also provided global exposure for Visit Rwanda, featuring the logo on matchday LED boards at the Emirates Stadium, interview backdrops, and through a range of other marketing channels.
2. Paris Saint-Germain (2019)
Following the Arsenal deal, Rwanda signed a partnership with French giants Paris Saint-Germain (PSG) in 2019, with Visit Rwanda becoming a Premium Partner of the club. The collaboration involved branding Visit Rwanda on team apparel and throughout the club’s facilities, while also promoting football development initiatives in Rwanda.
A major highlight of the partnership was the establishment of the Paris Saint-Germain Football Academy in Huye, Southern Province, in 2020. Since its launch, the academy has trained over 400 young Rwandans, providing access to elite coaching, mentorship, and education through PSG’s methodology.
The partnership also delivers global exposure for Rwanda. From matchday branding at the Parc des Princes to promotional activities such as serving thousands of cups of Rwandan coffee to supporters in Paris, the deal combines sports, tourism promotion, and national branding on a worldwide stage.
3. Bayern Munich (2023)
In 2023, Visit Rwanda strengthened its presence in European football by signing a five-year partnership with Bayern Munich. The agreement included prominent branding at the club’s 75,000-seat Allianz Arena, where Visit Rwanda appeared on matchday LED boards, as well as a series of activities to promote tourism and investment opportunities in Rwanda.
In August this year, the two parties announced that the five-year partnership had entered a new phase, transitioning from a commercial sponsorship to a talent development-focused collaboration that will run through 2028.
4. Atlético de Madrid (2025)
Rwanda continued its football sponsorship push with a multi-year agreement with Spanish club Atlético Madrid. The agreement places Visit Rwanda branding on the front of the men’s first-team training and warm-up kits for LaLiga matches and the Club World Cup.
Starting next season, the branding will expand to the women’s first-team training kits and the back of official match jerseys for both teams, giving Rwanda broad visibility across European football.
Beyond kit branding, the partnership provides Visit Rwanda with high-profile exposure throughout the Riyadh Air Metropolitano Stadium, across Atlético’s global digital platforms, and via international fan engagement programs.
Rwanda has also been designated as the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier, offering an opportunity to showcase the country’s coffee.
5. Basketball Africa League (2021)
Rwanda has also made its mark in basketball as Visit Rwanda and Basketball Africa League (BAL) partnered in a multi-year collaboration aimed at positioning Rwanda as a continental hub for sporting events and sports-based tourism.
As part of the agreement, Rwanda hosted the first-ever BAL tournament at the Kigali Arena from May 16-30, 2021. The country is continuing to host, at least in part, BAL tournaments.
6. NBA and NFL Sponsorships (2025)
Visit Rwanda made an entry into American sports in 2025, signing sponsorship deals with the LA Clippers (NBA) and the Los Angeles Rams (NFL), becoming the first African tourism brand to sponsor teams in both leagues.
As part of the collaboration, Visit Rwanda is the exclusive jersey patch sponsor of the Clippers and the official coffee sponsor of the Intuit Dome, the team’s home venue. The brand also appears on all game and practice jerseys, both at home and on the road.
Visit Rwanda also serves as an official tourism sponsor, supporting youth development and promoting basketball globally through coaching clinics and community activations in Los Angeles and Rwanda.
The partnership with the LA Rams includes naming rights for two premium spaces within SoFi Stadium, the West Owners Club on Level 2 and the Level 3 North Canyon Basin, providing Rwanda with a platform to showcase its tourism offerings through creative design elements.
Visit Rwanda also gains digital exposure, including advertising on SoFi Stadium’s Infinity Screen, LEDs, and IPTVs during Rams games and other events, amplifying the country’s visibility to global audiences and reinforcing its position as a leading African tourism and sports brand.
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