Arsenal-Rwanda partnership impact questionable

In 2018, Rwanda entered into a three-year partnership with English Premier League side Arsenal to boost tourism in the East African country.

The two parties renewed the 'Visit Rwanda' sleeve sponsorship deal for a further four years after the initial deal expired in 2021.

But since then, there has been concern from Rwanda with the tourism sector not getting the desired exposure.

“In my opinion, I wouldn't know whether it has achieved its intended objectives because there is no report from the government about what has been gained so far,” Rwandan journalist Ivan Rush Mugisha noted.

“So, there is no documented way to access it, but if tourism in Rwanda was increasing, one would say that the sponsorship is paying off, but for now, I do not think we are driving in that direction.”

He added: “I want to believe that it was a significant investment that was more of a trial and error, and it was a priority that did not make sense at the moment, and maybe it will in the future.”

From a track record, tourism in Kigali is going down, and this is forcing the reduction in prices to try and regain tourists who had started opting for neighbouring countries.”

“For example, Rwanda has already significantly reduced the prices of Gorilla permits, and that is probably because the high prices were not attracting tourists,” Mugisha revealed.

“Some of these tourists were choosing to go to nearby countries like Uganda to see the Gorillas at a relatively cheaper price.”

Mugisha concluded: “The mere fact that they are reducing the prices of the permits tells you that the deal with Arsenal is not paying off.”

'Visit Rwanda' appears on the left sleeve of Arsenal's jerseys for all its teams, and it is the most expensive sleeve sponsorship in the EPL, worth £10m per year.

In addition to Arsenal, French giants PSG also joined the trail in 2021, but the relationship with the two clubs does