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Arsenal are reportedly in advanced discussions to extend their contentious £10m-per-year commercial deal with Visit Rwanda, the tourism division of the East African nation.
The existing arrangement, which features Visit Rwanda on the shirt sleeves of both the men's and women's squads, was set to conclude at the season's end. The partnership has faced criticism from certain Arsenal supporters' groups and the Democratic Republic of Congo regarding UN allegations that Rwanda has assisted militia groups in the neighbouring nation.
According to City AM, Arsenal are close to prolonging the partnership, which commenced in 2018 and involves players and coaching staff spending time in Rwanda whilst hosting training camps.
Visit Rwanda's shirt sleeve sponsorship of Arsenal is understood to be valued at £10m per season, placing it amongst the most profitable in the Premier League.
The extension is anticipated to be on enhanced terms, though, as the club have elevated their on-pitch displays and are now amongst the contenders for both domestic and European honours.
Visit Rwanda also maintains commercial agreements with Bayern Munich, Paris Saint-Germain and Atletico Madrid in football, and this week, reportedly made an initial venture into US sports sponsorship.
The official tourism brand of the Rwanda Development Board on Monday revealed "long-term engagements" with the NBA's LA Clippers and NFL franchise the Los Angeles Rams.
Like Arsenal, the Rams are owned by Kroenke Sports and Entertainment, the holding company of US billionaire Stan Kroenke.
Earlier this year, KSE launched a new division to sell commercial partnerships across its entire portfolio, which also includes the NBA's Denver Nuggets and NHL's Colorado Avalanche.
These deals are part of Rwanda's strategy to rebrand itself as a global tourism destination and expand its presence in sport.
In addition to establishing connections in European football, it has hosted international cycling, pan-continental basketball and has aspirations to host an annual Formula 1 Grand Prix.
However, the regime of Paul Kagame – an Arsenal fan – remains controversial, with Rwanda accused of supporting the M23 militia in DRC.
The allegations have been denied. This year, Arsenal fan group Gunners For Peace called on the club to drop Visit Rwanda, a move it said its polling showed that a majority of supporters would back.
DRC foreign minister Therese Kayikwamba Wagner stated in February that Arsenal had not responded to her requests for a meeting while in London.
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