Mikel Arteta looking concerned with Stan Kroenke included in a circular inset
(Credit: Imago)
James Murray
Mon 1 December 2025 10:42, UK
Arsenal are looking for a new sleeve sponsorship partner after an update has emerged around their Visit Rwanda deal.
Visit Rwanda has been Arsenal’s sleeve sponsor since 2018, but it has been a highly controversial deal among the club’s supporters.
Arsenal held talks about extending their partnership with Visit Rwanda before confirming the deal will now come to an end next summer.
In a statement on 19 November, Mikel Arteta’s side announced the two parties had “mutually agreed to conclude their partnership”.
It is understood the agreement with the African country’s tourist board is worth around £10million a year.
Viktor Gyokeres in action for Arsenal
Credit: Imago
Arsenal have made Visit Rwanda decision after ‘ethical pressure’
Former Man City financial adviser Stefan Borson exclusively told Football Insider Arsenal have likely decided not to extend their deal with Visit Rwanda due to the ethical issues surrounding it.
It comes after Arsenal fans have protested against the partnership, with Rwanda’s government accused of investing in sport to improve its image globally.
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Speaking exclusively to Football Insider, Borson said: “I think it is the ethical pressure. It’s happened elsewhere. It’s also the end of the contract.
“I mean, they’re not that ethical. They have taken it for seven years, so they’ve not been that principled, but it could also be connected with the new regime. With Tim Lewis leaving, perhaps those individuals have a different view about the brand and taking the money.
“And it’s also possible, of course, that the development of the squad and the position of the club over the last five years means that they’re in a much better position to replace it with a high-quality brand.”
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Tim Lewis left his role as Arsenal’s executive vice-chair in September, with Richard Garlic promoted from managing director to chief executive.
Arsenal well placed to agree new sponsor deal
Borson insisted Visit Rwanda could have previously offered double the amount other interested parties were willing to pay for Arsenal’s sleeve sponsorship.
“It may well have been that when it started, they were quite considerably ahead of the other bidders,” said Borson.
“It wouldn’t be a surprise if it was double what other people were offering. Yet now, maybe they can get the same from let’s call it a proper brand. And in that scenario, then why would you bother with the ethical issues around Visit Rwanda? You’d much prefer to keep it simple.
“I mean, I’m not massively surprised. It all fits in, given that it’s the end of the contract.”
Arsenal are looking to agree a £20m deal with a new sleeve sponsor from the start of next season.
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