Rwanda’s journey on the global stage has been nothing short of extraordinary. Over the years, the country has seized opportunities to showcase its beauty, ambition, and unique story to the world. Among its most prominent milestones was the partnership between the Rwanda Development Board (RDB) and Arsenal FC, which began in 2018.
This collaboration allowed Rwanda’s “Visit Rwanda” brand to shine across the iconic sleeves of Arsenal’s players, capturing the attention of millions worldwide. Now, with the announcement of the partnership’s conclusion in 2026, reflection and anticipation take centre stage. As this chapter draws to a close, one question emerges: What has Rwanda achieved, and what lies ahead as the “Visit Rwanda” brand shifts towards new horizons? When the RDB and Arsenal first teamed up, few could have predicted the lasting impact.
While some questioned the wisdom of a small African nation associating with one of Europe’s biggest football clubs, the results speak for themselves. “Visit Rwanda” became a symbol of ambition and vision, driving an unprecedented surge in global visibility for the country. The Arsenal partnership opened doors to millions of fans across continents, from Europe to Asia to the Americas. This was no ordinary marketing campaign.
Tourism arrivals to Rwanda increased to 1.3 million by 2024, and tourism revenues grew by 47%, reaching $650 million, with a goal of reaching $1 billion by 2029. Arsenal is one of the teams that contributed to this growth. For example, 1.5 million Arsenal jerseys featuring the “Visit Rwanda” logo were sold annually, and the brand was prominently displayed at Arsenal’s home games.
Rwanda’s reputation as a top-tier travel destination became firmly established, aided significantly by the international exposure the Arsenal partnership provided. But the success was not confined to tourism alone. The collaboration highlighted Rwanda’s rich natural beauty and cultural heritage to global audiences.
From the majestic mountain gorillas of Volcanoes National Park to safaris in Akagera, Rwanda’s landscapes became known worldwide. Iconic Arsenal players Alex Scott and Bacary Sagna visited Rwanda, raising awareness of its attractions and commitment to conservation. The partnership also had a lasting impact on sports development.
Rwanda’s football scene flourished with grassroots programmes, coach exchanges, and football camps, contributing to the country’s goal of becoming an African sports hub. Beyond the pitch, the collaboration sparked cultural conversations, as Arsenal fans, many of whom had never heard of Rwanda, were introduced to the country’s trekking routes and urban transformation. As Rwanda’s sports partnerships expand, it now turns its attention to new global markets.
Building on its success with European clubs such as Paris Saint-Germain, Atlético Madrid, and FC Bayern Munich, Rwanda has forged partnerships with top American teams, including the LA Rams and LA Clippers. These partnerships mark the f irst time an African tourism brand has collaborated with both the NFL and NBA, extending Rwanda’s global reach and solidifying its place in the international sports scene. This shift towards the U.S. market is strategic.
With America being home to one of the largest tourism markets, it offers Rwanda immense opportunities to grow its presence in tourism and investment. Through its partnership with the LA Rams, SoFi Stadium, and Hollywood Park, Rwanda is positioned at the heart of one of America’s premier sports and leisure destinations, ensuring even more exposure to global audiences.
While the Arsenal partnership comes to a close, Rwanda is not replacing its legacy; it is evolving. The goal now is to diversify its sports partnerships and reach new, broader audiences. The momentum gained over the past eight years will propel Rwanda into the next phase of its global journey.
The Arsenal partnership proved that small nations can use sports to reshape their narratives. It demonstrated Rwanda’s ability to leverage international platforms to transition from being aid dependent to becoming a competitive global player.
The journey with Arsenal may be ending, but Rwanda’s story is far from over. With confidence and ambition, Rwanda is ready to make its mark in new ways, continuing to build its global reputation on its own terms. The world already knows Rwanda. Now is the time for the world to see Rwanda in new horizons.
