Arsenal have announced their first ever sleeve partner, Visit Rwanda. This is the first time that a tourist board has been a sleeve partner in the Premier League. The three-year deal will see Visit Rwanda’s branding on Arsenal’s new shirt from the start of the upcoming season until 2020/2021.

Throughout the sponsorship, Visit Rwanda will receive match day LED branding at the Emirates, branded interview backdrops and access to the club’s social media channels. The Gunners have over 62m followers on Facebook, Twitter and Instagram combined, which will provide invaluable brand exposure for the tourist board. Furthermore, Arsenal players and coaches will head to Rwanda for football development camps.

Since the announcement, #VisitRwanda has been trending on Twitter. Arsenal’s Chief Commercial Officer said “This is an exciting partnership which will see us support Rwanda’s ambition to build their tourism industry. The country has been transformed in recent years and Arsenal’s huge following will bring Rwanda into people’s minds in a new and dynamic way.”

It has been reported that the partnership is worth £10m-per-year. This deal will help Arsenal to close the commercial gap between competitors Chelsea, Liverpool and Manchester United.