Under the agreement, Rwanda becomes the exclusive supplier of tea and coffee at Parc des Princes stadium where PSG hosts its games, starting next season. Besides, the ‘Visit Rwanda’ logo will be showcased on the team’s training kits and jerseys during friendship matches and in Ligue 1.
The partnership was announced a year and a half after Rwanda Development Board started working with Arsenal, a professional football club in England. The agreement with Arsenal allowed Rwanda to showcase its brand on the team’s jerseys in order to promote tourism.
In an interview with RTV, Clare Akamanzi, the Chief Executive Officer of the Rwanda Development Board (RDB), said that Rwanda chose PSG partnership because the agreement transcends tourism and football interests as it covers commercial interests as well, giving Rwandans an opening to promote their products and services.
“In a bid to promote the economy of our country and the wellbeing of Rwandans, we strive to find ways to market the Rwandan brand inside and outside the country. We signed this three-year sponsorship deal with PSG but it is not only a way to promote Rwanda as a tourist destination through ‘Visit Rwanda’, but we will also be able to promote businesses including cloth brands, tea, and coffee.”