Arsenal Football Club will fund the construction of three football pitches in Rwanda as part of the legacy commitments tied to its eight-year Visit Rwanda sponsorship, despite the commercial partnership ending in June.
According to The New Times Rwanda, the project is valued at approximately US$250,000 (around Rwf 368.5 million) and represents one of several long-term benefits Rwanda expects to retain from the high-profile tourism partnership.
The three football pitches will form part of Rwanda’s ongoing investment in sports infrastructure and youth development.
Speaking about the initiative, Sports Minister Nelly Mukazayire said the government is currently identifying communities where the facilities will have the greatest impact.
“Though the deal with Arsenal has come to an end, they are going to build football pitches in the country. We are currently identifying suitable locations where there is the greatest need. This is a huge opportunity for us.”
The infrastructure project follows eight years of collaboration between Arsenal and the Rwanda Development Board (RDB) under the Visit Rwanda campaign, whose branding appeared on the club’s shirt sleeves throughout the partnership.
Beyond the shirt sponsorship, the partnership provided Rwanda with extensive international visibility through Arsenal’s global platforms.
According to the Rwanda Development Board, the collaboration included an annual Rwanda Heritage Day at Emirates Stadium, appearances by Arsenal ambassadors, and branding across matchday LED boards, interview backdrops, digital platforms, and other club media assets.
Several former Arsenal players and club ambassadors visited Rwanda during the partnership, including Alex Scott, David Luiz, Gilberto Silva, Robert Pirès, and Jurriën Timber, helping promote the country as a tourism destination. The Emirates Stadium itself also provided significant exposure, attracting more than 250,000 visitors annually, according to the RDB.
The Rwanda Development Board says the Visit Rwanda campaign contributed to a 47% increase in tourism revenue during the partnership period.
In 2024, Rwanda welcomed approximately 1.3 million international visitors, generating US$650 million (around Rwf 941 billion) in tourism receipts.
While tourism growth has also been influenced by factors such as improved air connectivity, visa reforms, and the post-pandemic recovery, the government considers international sports sponsorships an important part of its destination marketing strategy.
Although the Arsenal sponsorship has concluded, Rwanda continues to maintain partnerships with several leading international sports organisations.
Minister Mukazayire revealed that Atlético de Madrid and the NBA’s Los Angeles Clippers are also expected to contribute to sports infrastructure projects in Rwanda, reinforcing the government’s objective of creating lasting community benefits beyond brand visibility.
The country also maintains sponsorship agreements with clubs including Paris Saint-Germain, Aston Villa, and Bayern Munich, giving Rwanda a diverse portfolio of partnerships across European football and the NBA.
The construction of the three football pitches highlights Rwanda’s broader strategy of ensuring international sponsorships deliver tangible benefits alongside global marketing exposure.
Rather than focusing solely on branding, the government is increasingly seeking investments that leave lasting infrastructure, expand opportunities for young athletes, and strengthen community sports development long after sponsorship agreements have ended.
