On February 2, the international stage was set when the foreign ministers of the United Kingdom, Canada, France, Germany, Italy, Japan, and the United States united in a joint statement.
They condemned what they described as the “Rwanda-backed M23 offensive” in the Democratic Republic of the Congo. Meanwhile, on the same afternoon, Arsenal dazzled fans by demolishing Manchester City in north London.
Notably, the players celebrated their five-goal victory while proudly displaying the “Visit Rwanda” slogan on their shirts, prompting Rwandan president and Arsenal fan Paul Kagame to tweet his congratulations.
However, Arsenal cannot choose its supporters, yet the club can select its business partners. Consequently, the decision to promote Rwanda has become indefensible, especially given the humanitarian crisis unfolding nearby. United Nations officials now estimate that nearly 3,000 people have lost their lives in Goma, casting a dark shadow over the sponsorship deal and tarnishing the club’s reputation.
Political Situation Not Stable
Furthermore, the situation in Goma, eastern DRC, remains almost unspeakably horrific. Senior UN official Vivian van de Perre recently reported that dead bodies are decomposing on the streets. In addition, authorities have collected 2,000 bodies while 900 still reside in morgues. Moreover, the World Health Organization fears potential epidemic outbreaks, which only deepens the crisis.
In parallel, the United Nations has long maintained that Rwanda supports the M23 rebels—a claim that Rwanda denies. Experts revealed in a report last year that Rwandan forces exercise “de facto control and direction” over M23 operations. Therefore, Rwanda is held accountable for the actions of the rebel group. Additionally, the G7 ministers left no doubt regarding Rwanda’s involvement. Foreign secretary David Lammy warned that such actions jeopardize the significant global aid the country receives.
Meanwhile, Arsenal’s controversial partnership with the Rwanda Development Board began in 2018 and was extended in 2021. Although many in the international community condemn Rwanda’s actions, the club continues to promote the country on its kit. As a result, this unedifying juxtaposition now reflects poorly on one of England’s most influential sporting institutions. This raises serious questions about its values.
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Similarly, Arsenal is not alone in forging such ties. Paris St-Germain and Bayern Munich also maintain sponsorship arrangements with Rwanda. Last week, the Democratic Republic of the Congo urged all three clubs to terminate their “blood-stained” deals. In a powerful statement, DRC foreign minister Therese Kayikwamba Wagner declared that countless lives have been lost amid rampant rape, murder, and theft, directly blaming the sponsor for the ongoing misery.
On the financial front, the deal is reportedly worth around £10 million a year. Although this sum helped offset a £52 million loss in Arsenal’s latest accounts, it barely impacts a club that generated approximately £600 million in revenues during the 2023–24 season.
In addition, longstanding supporter groups have raised concerns over the partnership, especially amid the controversy surrounding the UK’s Rwanda deportation scheme. This mounting criticism further questions whether the financial gain outweighs the reputational damage.
Finally, economic scrutiny intensifies when considering that Rwanda receives roughly £32 million per year in aid from the United Kingdom. Critics ask why a country dependent on aid spends heavily on sponsoring an English football club—especially when its president supports Arsenal.
In response, then–chief executive Clare Akamanzi of the Rwanda Development Board defended the deal in 2018 by highlighting marketing expenditures as a business necessity. Nevertheless, with the recent horrors in Goma and explicit condemnation of the “Rwanda-backed” M23, the partnership now adds a fresh layer of discomfort. Ultimately, Arsenal must reassess and sever this tie to safeguard its legacy.
