Arsenal fans continue to protest their club’s sponsorship deal with Visit Rwanda.
However, the tourism board has now signed a new agreement with another major European club. Spanish giants Atletico Madrid have agreed to a three-year contract with Visit Rwanda.
Under this deal, both the men’s and women’s teams will feature the Visit Rwanda logo on their kits.
Congo Conflict Puts Sponsorship Deals Under Scrutiny
Rwanda’s long-standing partnerships with Arsenal, Bayern Munich, and Paris Saint-Germain (PSG) have come under renewed scrutiny following the recent surge in violence in the eastern part of the Democratic Republic of Congo.
Since January, 7,000 people have reportedly lost their lives due to the conflict. The Congolese government accuses Rwanda of arming the M23 rebel group and sending troops to support them.
Despite statements from the United Nations and the United States, Rwanda denies backing M23.
“Gunners for Peace” Lead the Call to End the Deal
Because of these accusations, fans of the clubs involved have demanded an end to the sponsorships.
A group of Arsenal supporters known as “Gunners for Peace” is leading the calls, claiming the deal does not align with the club’s values and standards.
The group distributed armbands to cover the Visit Rwanda logo and staged a protest in front of Emirates Stadium before Tuesday’s 1-0 defeat to PSG in the first leg of the Champions League semi-final.
Some PSG fans also joined the protest. Supporters from both sides stood together behind a banner reading “Drop Visit Rwanda.”
Fans of both clubs have displayed banners criticizing the sponsorship deals during matches throughout the season.
Rwanda Government Defends Its Sports Investments
Arsenal has stated it will not comment on the Gunners for Peace campaign. Meanwhile, a Rwandan government spokesperson defended the sports partnerships, saying they contribute positively to the country’s economy.
PSG recently extended its Visit Rwanda agreement until 2028, and Bayern Munich’s deal is also set to expire in that year.
Beyond these sponsorships, Rwanda is also preparing to host the UCI Road World Championships in Kigali this September.
While many critics accuse Rwanda of using sports investments to clean up its image—an approach referred to as “sportswashing”—the Rwandan government insists these investments play a vital role in its economic development.
It claims that the tourism campaign alone brought in $650 million in revenue.