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Arsenal Football Club has officially announced that its disputed sponsorship partnership with Visit Rwanda will terminate in June this upcoming year.

Context and Criticism

The arrangement, reportedly valued at around £10m per year, began in 2018 and has since been heavily criticized.

The backlash stems from accusations of Rwandan assistance for the M23 militia in persistent fighting in the eastern areas of the neighboring Democratic Republic of the Congo.

Months ago, Arsenal was criticized for delivering an "outrageous" snub to the Congolese government by not arranging a meeting with the DRC's foreign minister to address the sponsorship.

Partnership Structure and Objectives

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

There is broad consensus that Arsenal signed and continued this partnership mainly to grow their African supporter base.

However, the arrangement has now concluded after both parties “collectively determined” to end their collaboration.

“Collaboratively, Arsenal and the Rwanda Development Board have outperformed the initial objectives of the partnership – advocating preservation and responsible tourism, encouraging numerous followers to visit the nation, and building a solid groundwork for travel industry expansion,” read an club announcement.

The statement continued that the partnership has also supported Rwanda's goal of becoming an international sporting hub in Africa and welcome more worldwide tournaments while implementing grassroots football initiatives that have supported many aspiring footballers and coaches develop their skills and encourage more involvement in athletics nationwide.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's chief executive officer, described the partnership as a “significant journey” 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 campaign group Gunners for Peace holding rallies outside the Emirates Stadium during the initial Champions League semi-final match against Paris Saint-Germain in April's conclusion.

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

Industry Perspective and Fellow Clubs

In the same month, Paris Saint-Germain renewed their partnership deal with Visit Rwanda through 2028.

Meanwhile, the Madrid-based team entered a new agreement for the equivalent timeframe that has led to the logo being carried on the La Liga side's men's and women's shirts.