Getty Images
- Visit Rwanda’s deal with Arsenal was reportedly worth UK£10m per year
- Sleeve sponsorships could increase in value as gambling firms pivot away from front-of-shirt deals
Arsenal have confirmed Deel as their new official sleeve partner following the conclusion of the club’s controversial tie-up with Visit Rwanda.
The software firm is already the team’s official HR platform partner but will now see its logo appear on the left sleeve of the Gunners’ home, away and third shirts as part of a multi-year agreement beginning with the 2026/27 season.
The Premier League leaders announced last November that they would not seek to extend their long-running partnership with Rwanda’s tourism board, which came into effect in 2018 and was reportedly worth UK£10 million (US$13.5 million) annually.
While it was reported that Arsenal held extension talks with Visit Rwanda, the English outfit later confirmed both parties had mutually agreed to end the partnership and claimed it was a result of the company’s ‘broader strategy to diversify its global sports partnerships and expand into new markets that support the next phase of its tourism and investment ambitions’.
The tourism board’s sponsorship of Arsenal was controversial among supporters because of concerns over Rwanda’s human rights record. It was subject of protests from the Gunners for Peace campaign group last year after the United Nations (UN) accused Rwanda of supporting M23 rebels, who captured parts of the Democratic Republic of Congo (DRC).
The DRC’s foreign minister Thérèse Kayikwamba Wagner even wrote to Arsenal urging the club to terminate ‘blood-stained sponsorship deals’ with the tourism body, which also has partnerships with Paris Saint-Germain, Bayern Munich, the Los Angeles Clippers and the Los Angeles Rams.
Now, Arsenal will move forward with Deel, which becomes their second ever sleeve partner.
“Our iconic kit and sleeve is one of the most visible positions in world football, and we’re delighted to be welcoming Deel’s name there after they joined our family earlier this year,” said Juliet Slot, Arsenal chief commercial officer.
“Deel will support how we operate as a club as we enter this next chapter in our relationship. All our partnerships play a direct role in delivering our long-term ambition to win major trophies in a financially sustainable way.”
“Arsenal and Deel are already working closely together, and the club will be rolling out Deel’s platform across its workforce and HR operations in the coming months,” added Alex Bouaziz, Deel co-founder and chief executive.
“Having our name on one of the most iconic shirts in world football is a proud moment for everyone at Deel, and a reflection of a partnership built on shared global ambition. We’re looking forward to next season and everything still to come.”
The value of Deel’s contract is unknown however the two Manchester clubs have the most valuable sleeve sponsorship deals in the Premier League, with Manchester City and Manchester United earning UK£20 million (US$27 million) annually from arrangements with OKX and DXC Technology respectively.
Shirt sleeve sponsorships may become increasing valuable across the board as betting companies pivot their investment in response to a ban on front-of-shirt partnerships from next season.
The restrictions could leave a collective revenue hole of UK£80 million (US$108.1 million), given 11 top-flight teams currently carry gambling sponsors.
Combining richer content, in-depth data and exclusive community benefits, SportsPro+ is your VIP pass into the global sports industry. Discover more here.