Rwanda has entered into a lifestyle partnership with French top-flight team Paris Saint-Germain in its drive to promote tourism.
The three-year partnership will see Visit Rwanda’ branding displayed PSG’s home stadium Parc des Princes as well as on the sleeve of PSG women’s team, and on the back of training kits.
This becomes the country’s second major deal with an international football club in 2 years after entering into another deal where Rwanda became the official tourism partner of English football club Arsenal in 2018 in a deal estimated to be worth £30 million (about $40m).
Rwanda Development Board’s chief executive, Clare Akamanzi announced the deal in a statement on Wednesday.
“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,” Akamanzi said.
Akamanzi could not however divulge how much Rwanda would pay for the deal, however a source close to the French club said it was worth between eight and 10 million euros.
By Gerald Dandah