A year after Rwanda signed a £30m tourism promotion deal with Arsenal FC, the Rwanda has now turned to another European football team, Paris Saint-Germain, to collect more numbers of tourists visiting the country.
For three seasons, the
partnership will convey Rwanda’s business opportunities in France and across Europeans
countries whenever, the Paris Saint-Germain team will be playing.
Rwanda and Paris Saint-Germain
will bring together their expertise through a new model of sport partnership
built around three main cornerstones: cultural and artistic synergies, a shared
commitment to excellence and football development.
In the deal,
the first team players and legends will travel to Rwanda for experiences that will
be shared with more than 70 million PSG fans across the globe.
Visit Rwanda branding will be
displayed at the Parc des Princes Stadium, on the sleeve of Paris
Saint-Germain women’s team, and on the back of training kits.
Fans of PSG will also be given
the opportunity to savour award-winning Rwandan tea and coffee that will be
served exclusively at the Parc des Princes starting next season.
A “Semaine du Rwanda à
Paris” (Rwanda Week in Paris) event will be organised to promote “Made in
Rwanda”. A number of fashion, art and lifestyle collaborations will also be
launched over the coming months and young and eco-responsible luxury
brands will join forces with Visit Rwanda and PSG
in exciting tripartite collaborations.
Saint-Germain will support young Rwandan footballers to reach their full potential
by organizing training programmes for both coaches and youth, enabling access
to expertise offered by France’s most successful football club.
Armstrong, Chief Partnership Officer, said this partnership will deepen
engagement with fans in Africa.
multifaceted collaboration will showcase all Rwanda has to offer and
create powerful partnerships to contribute to Rwanda’s impressive growth.
Having spent time getting to know the country, and its people, we are
incredibly excited about the opportunity to create a platform for exchange
between Rwanda, France and the rest of the world.” Armstrong said.
Rwanda Development Board’s Chief
Executive Officer Clare Akamanzi, said that collaborations
such as the one with Paris Saint-Germain are important in selling the country’s
attracting more tourism, boosting the export of Made in Rwanda products,
creating more economic opportunities for our people and increasing jobs in our
tourism industry and the larger ecosystem,” Akamanzi said.
Rwandans are directly employed in the tourism industry, up from 90,000 in 2017.
Last year Rwanda
received 1.7 million visitors to the country and we expect more this
we registered a record $2 billion in investments and we are confident that the
partnership will boost more investments.