Arsenal ends sponsorship with Visit Rwanda after eight years
Arsenal Football Club has confirmed its decision to conclude its sponsorship agreement with Visit Rwanda, effective at the end of the current season, reports BritPanorama.
The partnership, which began on May 23, 2018, positioned Visit Rwanda as Arsenal’s first official sleeve partner and official tourism partner. The Rwanda logo, seen on the club’s shirts, reportedly reached a global audience of approximately 35 million daily impressions.
The sponsorship attracted significant criticism, particularly concerning Rwanda’s human rights record regarding LGBTQ+ issues. A campaign mounted by Arsenal supporters, including the provocative “Visit Tottenham” billboard displayed near the Emirates Stadium, pressured the club to reassess its association.
In February, the government of the neighbouring Democratic Republic of the Congo (DRC) called on Arsenal and two other clubs to sever their sponsorship ties with Rwanda following the city’s seizure by Rwandan-backed rebels. This growing scrutiny prompted supporters to demand an end to the partnership as the current season progressed.
Arsenal’s chief executive, Richard Garlick, stated: “Our first-ever sleeve partnership with Visit Rwanda has been a significant journey. Over many years, we’ve worked together to raise global awareness of Rwanda’s tourism and conservation efforts.” He added that the backing from Visit Rwanda played a key role in helping the club pursue its ambitions while maintaining financial sustainability.
The LGBTQ+ supporters’ group, Gay Gooners, expressed approval of the decision not to renew the sponsorship, highlighting their discomfort with the deal from its inception and noting that only 2% of their surveyed members wanted the contract to continue. An overwhelming 86% articulated a desire for it to end altogether, reflecting deep-rooted concerns over Rwanda’s LGBTQ+ rights record.
This development serves as a reminder of the complex intersection between sports sponsorship and human rights considerations, revealing the challenges clubs face in balancing commercial interests with ethical responsibilities.
