Rwanda’s President Paul Kagame has clarified why the country’s high-profile “Visit Rwanda” sponsorship with Arsenal is coming to an end, saying the decision had nothing to do with political pressure but simply a breakdown in commercial negotiations.
Speaking during a press conference in Kigali on Thursday, Kagame—an outspoken Arsenal fan—said the partnership was always meant to be a business arrangement evaluated at the end of each contract cycle.
“I will continue being an Arsenal fan… but a partnership like that is commercial,” he said. “A commercial partnership can be reviewed on different grounds.”
Kagame explained that during renewal discussions, both Rwanda and Arsenal normally assess whether the terms still benefit each side. This time, he said, the two parties failed to agree on proposed adjustments.
“For the last contract, we didn’t get much in a certain area, yet we were paying heavily for it,” he said. “The other side could also have their concerns. When we tried to adjust the terms, there was something we could not agree on.”
He revealed that negotiations collapsed after each side refused to concede on key revisions.
“There was a negotiation that went wrong,” he said. “Our team and theirs disagreed on a particular issue. Eventually, our people said it was better to step aside and let them find another partner if they could not accept our conditions.”
Last week, Arsenal and the Rwanda Development Board (RDB) confirmed that the eight-season partnership will end in June 2026. Signed in 2018, the deal made Rwanda Arsenal’s first official sleeve sponsor and became one of the most widely recognised African tourism campaigns in European football.
The partnership consistently attracted international attention—both praise and criticism. Bayern Munich recently ended its own Visit Rwanda deal following fan pressure, while the Arsenal Supporters’ Trust also voiced disapproval of the sponsorship. Earlier this year, the DR Congo urged Arsenal, PSG, and Bayern to drop the Visit Rwanda branding, accusing Kigali of supporting M23 rebels—claims Rwanda rejects.
Kagame, however, stressed that none of these political controversies influenced Rwanda’s decision. He insisted it was purely a matter of commercial value.
“What happened is simply a disagreement in negotiations,” he said.
