TAN): Rwanda has signed a deal with French football club, Paris St. Germain (PSG) to promote tourism in the country.
The three-year deal, whose value was not disclosed, will see Visit Rwanda’s branding on PSG’s home stadium Parc des Princes, on the jersey of its women’s team, and on the back of the men’s training and pre-game suits. Rwandan products such as tea and coffee will also be served at the stadium.
Rwanda Development Board said in a statement that the partnership will showcase Rwanda “whose beauty is breathtaking, a country endowed with unlimited creativity, a modern environment and Made in Rwanda exceptional productions” to the world. It will also reflect Rwanda’s “spirit of openness and willingness” to welcome business partnerships from France and around the world.
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Chief Executive Officer of the Rwanda Development Board, Clare Akamanzi said they looked forward to the opportunities the collaboration would bring.
“Over the last 25 years, Rwanda has gone from a country sadly known for the tragedy we experienced to one of the most dynamic countries thanks to its energy, its creativity and its innovations. We are very happy to partner with Paris Saint-Germain and we look forward to realizing the many opportunities for exchanges between the Paris Club community and Rwanda. We cannot wait for Paris Saint-Germain fans to discover Rwanda today – an ambitious, modern country with so much to offer the world,” she added.
Marc Armstrong, Chief Partnerships Officer of Paris Saint-Germain, said the deal will strengthen the bonds with their followers in Africa.
“We are delighted to welcome Rwanda to the Paris Saint-Germain family as new Premium Partners. Through this alliance, we reinforce the historical ties made with our fans in Africa. This active and multifaceted collaboration promises to reveal all that Rwanda has to offer. We have the ambition to build a powerful partnership to value the impressive transformation of Rwanda. I personally had the chance to visit the country and received a very warm welcome. With all our teams, we are determined to create a platform for exchanges between Rwanda, France and the rest of the world,” he said.
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This was reportedly the second tourism sponsorship deal Rwanda has signed with an international club since last year. Last year Rwanda entered into a “Visit Rwanda” sleeve sponsorship and tourism promotion agreement, estimated at USD 40 million, with English football club Arsenal, reports said.
The East African nation, which offers mountain gorilla trekking as a major tourist attraction, reportedly earned USD 380 million from tourism in 2018, and aims to earn USD 800 million by 2024. For 2019, the country has reportedly predicted a revenue of USD 405 million from tourism.
