Change of partner for the promotion of Rwanda

Arsenal’s next sleeve sponsor: who could replace Visit Rwanda?

With it confirmed that Arsenal’s partnership with Visit Rwanda will end in 2026, the London club find themselves looking for a new sponsor for their turn. Since 2018, the Visit Rwanda logo has been a constant feature on the Gunners’ shirt, but the club is now in a very different position to when it started.

Arsenal returns to success, attracts a larger audience and is therefore able to charge higher prices. With several major global brands already interested, Arsenal’s next sleeve sponsor could become one of the Premier League’s most valuable.

Because the partnership with Visit Rwanda is ending

The decision to end the partnership with Visit Rwanda has been criticized over the eight years of collaboration, especially due to political tensions related to Rwanda’s alleged support for militia activities in the Democratic Republic of Congo. The country denies any wrongdoing, but this negative attention was inevitable.

Arsenal say the decision to part ways with Visit Rwanda is simply due to the diversification of the organisation’s international operations. Regardless, the split comes as the club attempts to increase its commercial revenue and distance itself from off-field controversies.

Arsenal’s financial ambitions for their next sleeve sponsor

The current contract is estimated to be worth around £9-10 million a year, putting Arsenal behind both Manchester clubs and on the same level as Tottenham. Internally, this figure is expected to reach £15-20m, reflecting the team’s improved on-field performance, increased global visibility and the club’s wider business plan, which aims to double secondary sponsorship revenue by 2026.

A fee of around £18m would place Arsenal in the top three biggest signings in the Championship, behind only United and City.

Potential candidates for Arsenal’s sleeve sponsor

– SAP: the German software giant, valued at more than £250 billion, is the most credible candidate so far. With global reach, financial clout and strong B2B appeal, SAP will meet several requirements for Arsenal.

– Return of the application? : Although Visit Rwanda is in discussion for an extension into 2025, a renewal is unlikely to occur due to the political climate and Arsenal’s desire for a more commercially powerful partner.

– Current partners are moving upmarket: Sobha Realty, which already holds the naming rights to Arsenal’s training center, is among the few current partners with the capital and incentive to acquire a larger share of the inventory.

– Other tech companies: If SAP doesn’t progress, Arsenal will likely stay in the tech sector. Salesforce, Oracle, Samsung Enterprise and several major Indian IT companies are all companies that have invested heavily in sports sponsorship in the last five years.

– Financial companies and fintechs: The financial sector remains one of the largest bidders in the Premier League sponsorship market. Revolut, eToro, Plus500 and Crypto.com are all companies that regularly circulate in industry conversations.

– Gambling activities: While the Premier League’s ban on betting sponsors only applies to top-tier offerings, innings are technically still permitted. Companies like Betano, Bet365 and Stake have the budget and probably the desire to join the race.

– Travel and airlines: Airlines such as Qatar Airways or Turkish Airlines are active players in the sponsorship markets and should not be excluded.

With a global fan base in the top four, Arsenal are no longer expected to be seventh in the innings revenue table. A new contract could put them back into the £15m-plus category, reflecting their current competitive and commercial position.

When will Arsenal announce their new sleeve sponsor?

Sleeve sponsorship deals are usually confirmed shortly before the launch of new shirts, usually between April and July. With the contract with Visit Rwanda expiring in 2026, Arsenal can benefit from extended negotiations and allow more brands to bid.

We can expect concrete movements towards mid-2025 or early 2026, depending on the intensity of the auctions. Ultimately, many global brands are already circling Arsenal’s new sleeve sponsor. Right now, the most likely outcome is a technology or software giant, and SAP is the most promising current candidate.