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Arsenal Football Club has declared that its contentious sponsorship agreement with Visit Rwanda will come to an end in June this upcoming year.

Context and Criticism

This deal, estimated to cost around £10 million annually, was initiated six years ago and has since faced significant scrutiny.

The backlash is due to Rwanda's alleged support for the M23 rebel group in persistent fighting in the eastern areas of the bordering Congo.

Months ago, Arsenal faced allegations of committing a disrespectful act to the government of the DRC by not arranging a meeting with Congolese diplomat Thérèse Wagner to discuss the partnership.

Agreement Framework and Goals

Visit Rwanda functions as a division of the Rwanda Development Board, which is a government department.

Many speculate that Arsenal entered into and upheld this partnership chiefly to increase their following across the continent.

Nevertheless, the deal has now ended after both parties “mutually agreed” to end their collaboration.

“Collaboratively, Arsenal and the Rwanda Development Board have surpassed the original goals of the partnership – supporting environmental protection and responsible tourism, encouraging numerous followers to explore Rwanda, and creating a lasting foundation for travel industry expansion,” stated an official Arsenal statement.

The statement continued that the partnership has also aided Rwanda's goal of becoming an global sports center in Africa and host more global sporting events while executing grassroots football initiatives that have supported many aspiring footballers and coaches develop their skills and promote increased engagement in sports throughout the nation.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's CEO, characterized the deal as a “important voyage” and claimed it had been “propelling” the club's aspirations.

But that is not how a section of Arsenal's fanbase, with the protest movement Gunners for Peace staging protests outside the club's home ground during the initial Champions League semi-final match against the French club in the end of April.

Protesters displayed a placard declaring “End the Rwanda Deal” and distributed armbands to conceal the Visit Rwanda logo on jerseys.

Wider Landscape and Additional Teams

During that period, the French champions renewed their partnership deal with Visit Rwanda until 2028.

Simultaneously, Atlético Madrid entered a new agreement for the identical duration that has caused the logo being carried on the La Liga side's male and female kits.