Arsenal deal is over as Rwanda looks to the US travel market

The Rwanda Development Board (RDB) will conclude its ‘Visit Rwanda’ sponsorship agreement with Arsenal at the end of the current season, marking the end of one of Africa’s most ambitious sports marketing initiatives since 2018.

RDB indicates that the choice to suspend the eight-year partnership represents a ‘strategic pivot’ influenced by data revealing the sources of the country’s tourism revenues.

In mid-2024, visitors from North America generated $51.1 million in tourism revenue, which is 75% more than that of Europe, including the UK. By the middle of 2025, that gap had expanded to 93%.

The United States has become Rwanda’s most significant tourism market, prompting the country to adjust its marketing expenditures accordingly.

‘Accomplished agreement’

A joint statement issued by RDB and Arsenal on Wednesday, November 19, characterized the eight-year partnership as one that produced tangible outcomes.

The statement indicated that tourism arrivals reached 1.3 million in 2024, with revenues rising to $650 million, marking a 47% increase during the partnership period.

The “Visit Rwanda” sleeve patch showcased the country to millions of Premier League viewers each week, as part of the initiative to rebrand as a premier conservation destination.

The agreement transcended traditional advertising methods, generating significant cultural value. Arsenal players attended gorilla naming ceremonies and heritage events.

Grassroots football initiatives developed the skills of young coaches in Rwanda.

Jean-Guy Afrika, chief executive at RDB, stated that the deal “enhanced tourism, reinforced Rwanda’s brand, unlocked new markets, and increased global confidence in our investment narrative.”

He asserted that the choice to conclude it was a natural progression, leveraging the momentum that had already been established.

According to Matthew Rugamba, founder of the fashion label House of Tayo, the deal has also created new opportunities for Rwandan businesses.

Rugamba remarked that it was “a true game-changer” that showcased Rwandan design to global audiences.

“I believe the Visit Rwanda–Arsenal deal was truly transformative.” He remarked on the bold willingness to engage new audiences through innovative methods, noting that with a club as globally recognized as Arsenal, the visibility was remarkable.

“Although the emphasis was on tourism, numerous associated sectors gained from the visibility.” According to him, House of Tayo successfully expanded on those initiatives to connect with new audiences and enhance its presence in different markets.

“Eight years is a significant duration for any partnership, but it seems to be the appropriate moment to seek new opportunities.” He expressed his enthusiasm for the future of the Rams and Clippers in LA, saying, “I’m really excited about what’s ahead.”

For RDB, the recent move into the U.S. sports market is not a matter of exploration, but rather a focused initiative.

The nation has entered into agreements with the NBA’s LA Clippers, the NFL’s LA Rams, and SoFi Stadium, all of which are components of the Kroenke Sports and Entertainment network that possesses Arsenal.

This positions “Visit Rwanda” branding before NBA and NFL audiences, encompassing the 2025 NBA All-Star Weekend and the 2026 FIFA World Cup in North America.

Tourists from America tend to spend more. Gorilla tourism stands as Rwanda’s premier offering, generating more than 80 percent of holiday revenue from air travelers, with a notable interest from U.S. visitors.

Industry experts noted that the shift indicates a more developed approach to destination marketing: moving away from pursuing visibility for its own sake and focusing on targeting markets with established conversion rates.

Rugamba views California’s economy and the forthcoming sporting events as significant prospects for growth in the private sector.

“California boasts one of the largest economies globally, which means the Visit Rwanda partnerships in LA hold significant potential,” he remarked. “Next year, the Clippers will host NBA All-Star Weekend, while SoFi Stadium is set to welcome World Cup matches in the summer during the most significant tournament in history.”

“It’s an exhilarating moment to step into these markets, and I’m eager to explore new avenues for House of Tayo to harness that momentum,” he added.

The dual agreement establishes Inglewood, California — the site of SoFi Stadium and the upcoming Intuit Dome — as a fresh platform for Rwanda’s tourism promotion.

The agreement encompasses jersey patches on the Clippers’ game and practice uniforms, as well as stadium-wide branding during Rams events.

When fans visit SoFi Stadium, a top-tier sporting venue capable of accommodating 100,000 attendees, they will notice Visit Rwanda signage displayed throughout the facility.

Spectators will enter the West Owners Club (on Level 2) and the North Canyon Basin (on Level 3), where they will encounter wall designs that showcase the essence of Rwanda and its stunning landscape, as outlined in the new agreement.

Visit Rwanda will feature digital advertisements on Sofi Stadium’s expansive 70,000 square foot Infinity Screen, along with LED displays throughout Hollywood Park, the entertainment complex adjacent to the venue.

Rwanda is expanding its presence in Europe with a new partnership with Atlético de Madrid, focusing on Spanish-speaking markets. Officials have noted a rise in investor inquiries following the launch of that campaign.

Rugamba contended that the Arsenal partnership illustrated how a small nation could leverage elite sports to elevate its international standing, noting that placing “Visit Rwanda” on Arsenal’s sleeve was a daring decision eight years ago, which now seems to validate the concept.

Nadia Keza, Chairperson of the Rwanda Tours and Travel Association (RTTA), emphasizes that the emphasis on the US, especially California, is a well-timed initiative.

“Focusing on the US, particularly a lucrative market such as California, is a strategic and timely decision for Rwanda’s tourism approach,” she stated.

“It’s a place where returns arrive swiftly, and the opportunities continue to grow.” The US continues to be an essential source market for the private sector. She added, “We’re already witnessing consistent growth in arrivals, and this level of attention can only enhance the sector’s momentum.”

In 2021, RDB announced that three years after the launch of the ‘Visit Rwanda’ campaign, which aimed to promote the country as a world-class tourism destination, the return on investment had more than doubled. This trend is anticipated to persist due to several contributing factors.