In 2019, Rwanda’s Development Board agreed a sponsorship deal with the French club PSG to promote its tourism industry on the kit of its women’s team as well through stadium branding.
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According to Reuters, the three-year deal was valued at between $9 million and $11 million.
The deal with PSG was the second major sponsorship deal Rwanda signed with a top European soccer club.
In 2018, Rwanda paid $39 million for its “Visit Rwanda” sleeve sponsorship with English Premier League side Arsenal.
However, news of the Arsenal deal was met with widespread criticism from the development and policy community, given the poverty levels in a country where per capita income is estimated at $700.
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The Rwanda Development Board, which inked the deal, claimed that the country’s strategy of multi-million dollar soccer sponsorship deals paid off as it had already recouped over 100% in marketing benefits from its first year of the sponsorship with Arsenal.
The Rwanda Development Board said Rwanda saw a 5% increase in visitors from the UK during that period.
Clare Akamanzi, chief executive of the Rwanda Development Board said in a statement that the country invests part of its tourism revenues in “strategic collaborations,” like soccer sponsorship deals, based on an expected “positive effect” they have on Rwanda’s global perception.
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