Rwanda, PSG announce sponsorship and tourism promotion deal

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A banner depicting the sponsorship and tourism promotion partnership between Visit Rwanda and French football club Paris Saint-Germain. COURTESY: TWITTER/PSG

Rwanda and French football club Paris Saint-Germain on Wednesday announced the signing of a three-year sponsorship and tourism promotion deal.

According to Rwanda Development Board’s Chief Executive Officer Clare Akamanzi the deal is a strategic move towards attracting more tourism, boosting the export of Made in Rwanda products, creating more economic opportunities and increasing jobs for Rwandans.

“In the last twenty-five years, Rwanda has transformed from a nation known for tragedy to one vibrating with creativity and innovation. We invest part of our tourism revenues in strategic collaborations such as the one with Paris Saint-Germain because we understand the positive effect they have on the overall perception of the country globally,” Akamanzi said in a statement.

“With this partnership, we will deepen our engagement with fans in Africa. This multifaceted collaboration will showcase all Rwanda has to offer and create powerful partnerships to contribute to Rwanda’s impressive growth,” PSG’s Chief Partnerships Officer Marc Armstrong said.

One of the major aspects of the deal will see Visit Rwanda branding on the back of the training kit and pre-game warm-up kits of the men’s team. Additionally, Visit Rwanda branding will appear on the sleeve of the kit worn by the women’s team during their matches.

Moreover, Visit Rwanda will also be displayed PSG’s stadium, the Parc des Princes, and fans will be able to sample Rwandan tea and coffee that will be served exclusively at the Parc des Princes from the start of the 2020/2021 season.

PSG said that first team players and club legends will travel to Rwanda for experiences that will be shared through digital platforms globally with millions of fans.

An event dubbed “Rwanda Week in Paris” will be organised to promote “Made in Rwanda” products in fashion, art and lifestyle.

PSG also pledged to support young Rwandan footballers by organising training programmes for both coaches and youth and allowing access to expertise offered by the club.

The partnership is Rwanda’s second major deal with an international football club in 2 years following the one signed with English Premier League club Arsenal in May 2018.

Visit Rwanda is Arsenal Football Club’s official tourism partner and its first shirt sleeve partner.

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