The decades-long conflict in eastern DR Congo has intensified since January when M23 staged an unprecedented offensive, seizing the cities of Goma and Bukavu and sparking fears of a wider regional war.
Rwanda has said its forces are acting in self-defence against the Congolese army and allied militias, some of which it accuses of links to the 1994 Rwandan genocide.
DR Congo also accuses Rwanda of illegally exploiting its mineral deposits, which Rwanda denies.
However, DR Congo and the rebels have agreed to halt fighting until peace talks mediated by Qatar reach their “conclusion”.
On Wednesday both sides jointly announced they will work towards peace following more than a week of talks described as “frank and constructive”.
Rwanda’s government has been accused of investing in sport to enhance its global image – a strategy labelled by critics as ‘sportswashing’.
Alongside the Visit Rwanda deals, Kigali is set to be the venue for cycling’s World Road Championships in September but hopes of the country hosting a Formula 1 race appear to have receded.
The Rwandan government said its sports partnerships had played an important role in the country’s “economic transformation” since 1994, and that African countries should get “more involved” in the sector.
“The Visit Rwanda tourism campaign allowed Rwanda to generate nearly $650m (£488m) in tourism revenues last year,” a spokesperson told BBC Sport Africa.
“Elite sport is no longer the preserve of the few countries who have historically controlled it.
“Global sporting organisations are embracing the rest of the world as they see the chance to grow new fans.”
Rwanda’s decision to go into partnership with Arsenal seven years ago was perhaps unsurprising, given that the country’s President, Paul Kagame, is a Gunners fan.
Even with peace talks ongoing, Kudabika is insistent that his club should now cut those ties.
“Wearing Visit Rwanda is just telling people that it’s okay for people to kill people from Congo,” he said.
“I believe that if Arsenal value their standards they will drop this.”
