PSG has signed a three-year deal with Rwanda to "boost tourism" in the East African nation. The "Visit Rwanda" branding will be "displayed at the Parc des Princes Stadium, on the sleeve of the PSG women’s team and on the back of training kits." The sponsorship, similar to one signed with EPL side Arsenal last year, will "promote tourism and products from the country" and see PSG players taking part in coaching sessions in Rwanda (BLOOMBERG, 12/4).
Rwanda Development Board CEO Clare Akamanzi said the new partnership will allow both parties to "promote our mutual values." The "goal of this partnership is to elevate Rwanda’s brand" in terms of tourism, fashion and art "using PSG Network." The stadium will "exclusively" offer Rwandan coffee and tea. Akamanzi declined to reveal financials of the deal but she attributed the ability to afford "marketing platforms such as PSG" to the country's tourism industry doing well. Akamanzi: "We’re really re-investing in the business from the revenues we get in order to make sure that the brand goes even higher and we’re able to get even more tourists in the long-term" ("Power Lunch," CNBC Africa, 12/4).
