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From Arsenal to PSG Rwanda is doubling down deals to promote tourism

Rwanda’s Development Board has secured a second major strategic deal to promote its tourism industry. This time the country’s promotion drive Visit Rwanda will be featured on the kit of French soccer club, Paris St. Germain (PSG) and throughout stadium branding.



In 2018 Rwanda paid $39 million for its “Visit Rwanda” sleeve sponsorship with English Premier League side Arsenal. The move garnered global criticism as seemingly careless considering the country’s per capita income and poverty levels.

The Rwanda Development Board has however shown that the country’s strategy of multi-million-dollar soccer sponsorship deals was actually quite lucrative. It claimed the it has already recouped over 100% in marketing benefits from its first year of the sponsorship with Arsenal. Adding that Rwanda has also seen a 5 percent increase in visitors from the UK in that period.

Clare Akamanzi, chief executive of the Rwanda Development Board said in a statement that, “We invest part of our tourism revenues in strategic collaborations such as the one with Paris St Germain because we understand the positive effect, they have on the overall perception of the country globally.”

The second strategic collaboration is with French soccer club, Paris St. Germain (PSG). Reuters reports that, the three-year deal is valued between $9 million and $11 million and the country’s promotion will feature on the kit of the PSG women’s team as well as throughout the stadiums branding. According to reports the club has spends hundreds of millions of dollars in record-breaking transfer fees on some of the sports’ biggest stars, including Brazil’s Neymar


Read: “Relax, and let the world visit Rwanda,” the country tells critics of the Arsenal partnership deal

Quartz Africa reports that in the long-term, Rwanda’s central goal is to boost local tourism which is its largest foreign revenue earner so as to grow revenues to $800 million by 2024, from $438 million in 2017 and $380 million in 2018.

The country is well known for its mountain gorillas which are one of the world’s most endangered species. It is however also positioning itself as a high-end conference and business destination.