Rwanda’s Bold Move After Arsenal Split: New Sponsorship Deals with NBA and NFL Set to Skyrocket Tourism in North America

Published on November 24, 2025

Rwanda’s tourism industry has witnessed significant growth over the past few years, with one of the most high-profile strategies being the sponsorship deal with Arsenal Football Club. The agreement, which lasted eight years, saw Arsenal’s players sporting the “Visit Rwanda” logo on their shirts, giving the country prominent exposure to a global audience. However, after several years of successful partnership, the deal has come to an end. Although the partnership between Arsenal and Rwanda has ended, the Rwanda Development Board (RDB) has emphasized that the country’s tourism efforts will continue to expand with new strategies, particularly focusing on partnerships in North America and sports marketing.

The decision to end the collaboration has raised questions about the long-term impact on Rwanda’s tourism sector. Nonetheless, it is important to explore how Rwanda leveraged this partnership and how it plans to continue its tourism expansion moving forward.

The Legacy of the Arsenal Partnership

The partnership between Arsenal and Rwanda, which began in 2018, marked a significant step for African countries looking to leverage sports sponsorships to promote their tourism industries. Rwanda paid $107 million over eight years to have their Visit Rwanda logo prominently featured on Arsenal’s shirt sleeves. This sponsorship helped raise global awareness of Rwanda’s tourism and conservation efforts, with the country’s natural beauty and wildlife—particularly gorilla trekking—attracting new visitors.

Rwanda’s partnership with Arsenal also set the stage for similar agreements with other major football clubs in Africa, including the Democratic Republic of Congo (DRC), which recently signed a €44 million deal with FC Barcelona, and deals with AS Monaco and AC Milan. As a result, Rwanda became a trailblazer in sports tourism marketing, creating a new model for how countries could use major international sports partnerships to boost their tourism profile.

Controversies Surrounding the Partnership

While the partnership between Arsenal and Rwanda was celebrated for its innovative approach to tourism marketing, it was not without controversy. Several geopolitical and ethical concerns surrounding Rwanda’s political and human rights record had led to criticism of the deal. Some Arsenal fans voiced their disapproval, with a survey of over 2,500 members indicating that only 2% of respondents supported the renewal of the sponsorship deal, while 86% wanted the contract to end.

In addition, Rwanda’s support for rebel groups in the neighboring DRC, specifically the M23 rebels, who were accused of seizing Goma, became a significant issue in the relationship. The DRC government called for Arsenal to sever the sponsorship deal, adding pressure on the club to reconsider the arrangement. The situation surrounding the sponsorship was further complicated when Bayern Munich ended its own commercial deal with Rwanda in August 2025, citing external pressure.

Despite these controversies, both Arsenal and Rwanda maintained that the termination of the agreement was mutual, signaling that it had simply run its course. Arsenal’s Chief Executive Officer Richard Garlick thanked the Rwanda Development Board (RDB) for its support, acknowledging the role the partnership had played in raising Rwanda’s profile on the global stage.

Rwanda’s Tourism Numbers and Economic Impact

Rwanda’s tourism numbers during the Arsenal partnership saw impressive growth, with visitor arrivals reaching 1.3 million in 2024. This increase was accompanied by a 47% rise in tourism revenues, which hit $650 million in the same year. These numbers suggest that the partnership played a role in accelerating Rwanda’s growing appeal as a tourism destination.

The RDB has also claimed that the partnership “paid for itself” through indirect benefits, including a 15% rise in foreign direct investment (FDI) inquiries tied to the “Visit Rwanda” branding. However, some analysts have pointed out that Rwanda’s tourism industry had already been experiencing steady growth before the sponsorship deal began. Data from the years leading up to the partnership indicates that tourism revenues doubled between 2010 and 2017, rising from $201 million to $496 million, a significant increase driven by factors such as gorilla permit hikes, the opening of the Kigali Convention Centre, and a post-genocide rebranding effort.

A Shift in Focus: Rwanda’s New Sponsorship Deals

With the Arsenal partnership now over, Rwanda is looking to expand its reach in North America, where new sponsorship deals are already in place. Rwanda has recently signed multiyear sponsorship agreements with Los Angeles Clippers (NBA) and the Los Angeles Rams (NFL), signaling a shift in focus to North American sports audiences. The NBA and NFL partnerships align with Rwanda’s growing interest in the North American tourism market, which offers high-value tourist segments and access to an audience that has shown increasing interest in eco-tourism and cultural experiences.

RDB CEO Jean-Guy Afrika expressed excitement about the new partnerships, noting that Rwanda is grateful for its long-standing relationship with Arsenal. He emphasized that the Kroenke Sports & Entertainment Group, which owns both Arsenal and the LA Rams, would continue its collaboration with Rwanda. The continued relationship includes partnerships with the SoFi Stadium in Los Angeles, ensuring Rwanda’s branding remains visible in major sports venues.

An Evolving Strategy for Tourism Promotion

Rwanda’s transition from football-based partnerships to a more diverse sports marketing strategy is part of a broader effort to target higher-value markets and promote its unique tourism offerings. By partnering with the NBA and NFL, Rwanda hopes to build its presence in regions that have demonstrated an interest in sustainable tourism and eco-friendly travel options.

The shift also aligns with Rwanda’s goal to attract visitors who are interested in immersive cultural experiences rather than just traditional beach or resort vacations. The focus will likely remain on the country’s unique wildlife, gorilla trekking, and its growing eco-tourism industry, which are central to its national tourism identity.

Looking Ahead: The Future of Rwanda’s Tourism Industry

Rwanda’s tourism strategy, while evolving, remains grounded in its commitment to sustainability and cultural integrity. The country has built a reputation as a pioneering eco-tourism destination, and as its sports marketing efforts shift to new territories, it will likely continue to build on these strengths.

The end of the Arsenal partnership marks a new chapter for Rwanda, but it does not signal the end of the country’s drive to position itself as a global tourism leader. By expanding into North American markets and focusing on high-value tourism, Rwanda is taking its tourism efforts to the next level, ensuring that its identity as a cultural and natural gem in Africa is recognized worldwide.