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Arsenal Football Club has confirmed that its much-debated sponsorship agreement with Visit Rwanda will terminate in June of next year.

Context and Criticism

The partnership, reportedly valued at around ten million pounds each year, was first established and has since been heavily criticized.

This criticism is due to Rwanda's alleged support for the M23 militia in ongoing conflicts in the eastern region of the adjacent DRC.

Earlier this year, Arsenal was criticized for committing a disrespectful act to the Congolese government by not arranging a meeting with Foreign Minister Thérèse Kayikwamba Wagner to address the sponsorship.

Partnership Structure and Objectives

Visit Rwanda operates as a division of the Rwanda Development Board, which is a public entity.

Many speculate that Arsenal committed to and maintained this partnership primarily to expand their African supporter base.

However, the arrangement has now concluded after both parties “jointly decided” to go their separate ways.

“Together, Arsenal and the Rwanda Development Board have outperformed the original goals of the partnership – promoting conservation and sustainable tourism, encouraging numerous followers to explore Rwanda, and building a solid groundwork for tourism growth,” stated an official Arsenal statement.

The announcement added that the partnership has also supported Rwanda's objective to emerge as an worldwide athletic destination in Africa and stage additional international competitions while implementing community soccer programs that have supported many aspiring footballers and coaches develop their skills and encourage more involvement in sport across the country.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's top executive, portrayed the arrangement as a “important voyage” and stated it had been “driving forward” the club's ambitions.

Yet this view was contested by a portion of the Gunners' supporters, with the protest movement Gunners Supporting Peace demonstrating outside the club's home ground during the first semi-final encounter in Europe's premier competition against PSG in the end of April.

Demonstrators showed a sign stating “Terminate the Visit Rwanda Partnership” and provided wristbands to hide the Rwanda branding on uniforms.

Industry Perspective and Fellow Clubs

In the same month, Paris Saint-Germain renewed their partnership deal with Visit Rwanda for several more years.

Meanwhile, Atlético Madrid entered a new agreement for the identical duration that has resulted in the logo being carried on the La Liga side's men's and women's shirts.