Rwanda signed a deal on Wednesday with French soccer club Paris St Germain to promote tourism in the east African nation, its second such agreement since last year.
“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 Rwanda Development Board’s chief executive, Clare Akamanzi, said in a statement after the signing.
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.
