President Paul Kagame has dismissed suggestions that Rwanda’s decision to end its high-profile partnership with English Premier League club Arsenal is linked to pressure from European states or the Democratic Republic of Congo (DRC). Speaking during a national address, Kagame emphasized that the conclusion of the “Visit Rwanda” branding deal stemmed solely from Rwanda’s internal strategic considerations and not from any political influence abroad.
The President noted that Rwanda remains proud of the visibility and economic returns generated by the partnership since its launch in 2018. Through the deal, “Visit Rwanda” was prominently displayed on Arsenal’s jersey sleeves, training kits, and various marketing platforms, giving Rwanda global exposure estimated at hundreds of millions of viewers each season. Kagame highlighted that the decision to wind down the cooperation followed a normal evaluation of national priorities and future investment directions rather than a reaction to external criticism.
He stressed that Rwanda has always exercised full sovereignty over its economic choices. “This was our decision, not anyone else’s,” Kagame said, underlining that no European government or the DRC influenced the move.
Despite the end of the sponsorship, Kagame made it clear that his admiration for the London-based club remains unchanged. A long-time Arsenal supporter, the President stated that he will continue following the team and attending its matches whenever possible. “Our partnership with Arsenal may have come to an end, but my love for the club certainly has not,” he remarked.
Rwanda’s tourism authorities also indicated that the country will continue exploring new avenues for global promotion, building on the momentum created by its partnerships with top sports clubs such as Arsenal, Paris Saint-Germain, and Bayern Munich.
The conclusion of the Arsenal deal marks the end of a transformative chapter in Rwanda’s sports marketing strategy, but leaders affirm the country remains committed to innovative visibility efforts on the global stage.
