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Arsenal Football Club has declared that its much-debated sponsorship agreement with Visit Rwanda will come to an end in June of next year.

Context and Criticism

The arrangement, said to be worth around £10 million annually, was initiated six years ago and has since come under fire.

This criticism arises from the country's reported backing for the M23 forces in ongoing conflicts in the eastern region of the bordering Congo.

Earlier this year, Arsenal was accused of committing a disrespectful act to the government of the DRC by not arranging a meeting with the DRC's foreign minister to discuss the partnership.

Agreement Framework and Goals

Visit Rwanda serves as a branch of the the country's development agency, which is a government department.

Many speculate that Arsenal signed and maintained this partnership mainly to grow their fanbase in Africa.

However, the partnership has now terminated after both parties “mutually agreed” to part ways.

“Together, Arsenal and the Rwanda Development Board have surpassed the primary aims of the partnership – promoting conservation and eco-friendly travel, motivating countless fans to explore Rwanda, and building a solid groundwork for visitor increase,” read an Gunners' release.

The release further noted that the partnership has also aided Rwanda's objective to emerge as an global sports center in Africa and host more global sporting events while executing grassroots football initiatives that have assisted numerous youth athletes and coaches improve their techniques and promote increased engagement in sport across the country.

Executive Perspective and Fan Reaction

Richard Garlick, Arsenal's chief executive officer, characterized the deal as a “major expedition” and asserted it had been “propelling” the club's goals.

However, this perspective was not shared by a portion of the Gunners' supporters, with the protest movement Gunners Supporting Peace holding rallies outside the Emirates Stadium 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 distributed armbands to cover up the Visit Rwanda logo on jerseys.

Industry Perspective and Fellow Clubs

During that period, Paris Saint-Germain continued their sponsorship agreement with Visit Rwanda until 2028.

At the same time, Atlético Madrid signed a fresh deal for the identical duration that has caused the emblem appearing on the La Liga side's men's and women's shirts.