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The PSG, official partner of tourism in Rwanda

The PSG, official partner of tourism in Rwanda

The PSG, official partner of tourism in Rwanda

  • CELS TRADE Admin

According to the agreement signed between the football club and Kigali, the mention "Visit Rwanda" will appear notably on the billboards of the Parc des Princes and on the training jerseys of the men's team.

The Rwandan president, Paul Kagame, is a great football fan... and a fine strategist who wants to use the popularity of the sport to attract tourists. On Wednesday 4 December, after more than a year of discussions, his country made a deal to that effect with the Paris-Saint-Germain (PSG) club.

This very official agreement, signed in the presence of François-Xavier Ngarambe, Rwanda's ambassador to France, during a Ligue 1 match at the Parc des Princes, stipulates that Kigali will pay between 8 and 10 million euros per year to PSG, depending on the various figures circulating. For this amount, the Parisian club will promote the small country with a dynamic economy (8.6% growth in 2008) but whose image has been tarnished by the 1994 genocide. The words "Visit Rwanda" will appear on the billboards of the Parc des Princes several times per match; the training and warm-up jerseys of the men's team and the women's team will be flocked with the same slogan; and spectators will be offered Rwandan coffee and tea at the refreshment bar, two flagship products of the local economy.

For PSG, the aim of this partnership, the first of its kind signed in Africa by the club, which in 2011 will become the property of Qatar Sports Investments, is twofold: to diversify financing and to develop its image internationally. The other part of the deal is for PSG, whose financial strength, with a budget of €637 million for the 2019-2020 season, makes it one of the richest clubs in the world, to soon open an academy in Kigali, as it has done in other countries, including Morocco and Egypt.

First contract with Arsenal

In 2018, the "land of a thousand hills" attracted 1.7 million tourists, according to figures provided by the Rwanda Development Board (RDB), the national investment promotion agency, but it wants to go further. Soon, players and managers of the Parisian club are expected to travel to Kigali and other cities to boast about the country's assets, which has become one of the safest in Africa, and spread the message to the 75 million PSG fans on social networks.

For Kigali, this signature with the Parisian club is not a first. With Paul Kagame's admiration for Arsenal - whose head of state hardly misses a single broadcast - the RDB had already signed a three-year partnership with the English club in May 2018, for an estimated total of 36 million euros, which included the mention "Visit Rwanda" on the Gunners jersey.

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