This archive report was first published on 17 December 2019.
Rwanda has entered into multimillion-dollar sponsorship deals with two European football clubs, London-based Arsenal FC and current French league champions Paris Saint-Germain. The agreements, signed in May last year and recently with PSG, have raised eyebrows over the country's financial priorities.
According to officials, the deals are a strategic investment aimed at making Rwanda a regional tourism hub. The Visit Rwanda logo will be displayed at the Emirates stadium during premier league games, and at the Parc des Princes stadium in Paris, where Rwandan tea and coffee will be served exclusively.
The secrecy surrounding the cost of the deals has attracted criticism, with some reports suggesting that the deal with PSG cost between $8.8 million to $11 million. However, officials have denied confirming or denying the figure, stating that it remains undisclosed.
Despite the criticism, officials remain unfazed, noting that the deals will pay off in the long-term. 'Trust in government decisions' is paramount, they say, adding that the agreements are not seen as costs but as strategic investments that will bring success.
The partnership with PSG will also see first team and retired players travel to Rwanda and share their experiences via PSG online platforms. A 'Semaine du Rwanda à Paris' (Rwanda Week in Paris) event will be organised to promote Rwandan exports.
Rwanda targets to collect $407 million in tourism revenues this year, and is optimistic that the figure is achievable after registering 1.7 million arrivals in 2018.
