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Arsenal Football Club has confirmed that its much-debated sponsorship arrangement with Visit Rwanda will terminate in June this upcoming year.

Context and Criticism

This deal, estimated to cost around £10 million annually, was initiated six years ago and has since faced significant scrutiny.

This criticism stems from Rwanda's alleged support for the M23 rebel group in ongoing conflicts in the eastern part of the adjacent DRC.

Earlier this year, Arsenal faced allegations of delivering an "outrageous" snub to the authorities in Congo by failing to convene with Foreign Minister Thérèse Kayikwamba Wagner to address the sponsorship.

Deal Composition and Aims

Visit Rwanda serves as a division of the Rwanda Development Board, which is a government department.

Many speculate that Arsenal committed to and continued this partnership primarily to expand their following across the continent.

Nevertheless, the partnership has now terminated after both parties “collectively determined” to end their collaboration.

“Jointly, Arsenal and the Rwanda Development Board have outperformed the primary aims of the partnership – supporting environmental protection and responsible tourism, encouraging numerous followers to explore Rwanda, and creating a lasting foundation for travel industry expansion,” stated an official Arsenal statement.

The statement continued that the partnership has also supported Rwanda's objective to emerge as an international sporting hub in Africa and host more global sporting events while implementing grassroots football initiatives that have helped hundreds of young players and coaches develop their skills and encourage more involvement in sport across the country.

Management Opinion and Fan Backlash

Richard Garlick, Arsenal's CEO, portrayed the arrangement as a “major expedition” and stated it had been “driving forward” the club's goals.

But that is not how a segment of the club's followers, with the activist organization Gunners Supporting Peace holding rallies outside the North London venue during the first semi-final encounter in Europe's premier competition against Paris Saint-Germain in late April.

Activists unveiled a placard declaring “End the Rwanda Deal” and provided wristbands to hide the Rwanda branding on uniforms.

Wider Landscape and Additional Teams

Around that time, Paris Saint-Germain renewed their partnership deal with Visit Rwanda until 2028.

Meanwhile, Atlético Madrid entered a new agreement for the same period that has led to the branding featured on the Madrid-based team's first-team and women's team jerseys.