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Arsenal Football Club has declared that its disputed sponsorship agreement with Visit Rwanda will come to an end in the coming June.

Background and Scrutiny

The arrangement, estimated to cost around ten million pounds each year, was first established and has since come under fire.

The backlash is due to the country's reported backing for the M23 rebel group in ongoing conflicts in the eastern areas of the bordering Congo.

In February, Arsenal faced allegations of issuing a severe rebuff to the government of the DRC by declining to meet with Congolese diplomat Thérèse Wagner to discuss the partnership.

Partnership Structure and Objectives

Visit Rwanda operates as an arm of the Rwanda Development Board, which is a state institution.

It is widely believed that Arsenal signed and maintained this partnership chiefly to increase their fanbase in Africa.

However, the deal has now ended after both parties “jointly decided” to go their separate ways.

“Together, Arsenal and the Rwanda Development Board have exceeded the original goals of the partnership – supporting environmental protection and eco-friendly travel, motivating countless fans to visit the nation, and building a solid groundwork for tourism growth,” declared an Gunners' release.

The statement continued that the partnership has also supported Rwanda's goal of becoming an global sports center in Africa and host more global sporting events while delivering grassroots football initiatives that have assisted numerous youth athletes and coaches improve their techniques and encourage more involvement in sport across the country.

Leadership View and Supporter Response

Richard Garlick, Arsenal's chief executive officer, characterized the deal as a “significant journey” and stated it had been “propelling” the club's ambitions.

But that is not how a segment of the club's followers, with the protest movement Arsenal Peace Advocates demonstrating outside the North London venue during the first leg of the Champions League semi-final against PSG in the end of April.

Demonstrators showed a placard declaring “Terminate the Visit Rwanda Partnership” and provided wristbands to hide the Rwanda branding on kits.

Broader Context and Other Clubs

Around that time, PSG continued their sponsorship agreement with Visit Rwanda for several more years.

Simultaneously, the Madrid-based team entered a new agreement for the same period that has caused the branding featured on the Spanish club's male and female kits.