Rwanda signs a deal with PSG to promote culture, art and football development

Rwanda Development Board (RDB) has announced a deal with the French football club Paris Saint-Germain which will see the French soccer giant become the country’s partner in promoting brand Rwanda.

Rwanda and Paris Saint-Germain will bring together their expertise through a new model of sport partnership built around three main cornerstones: cultural and artistic synergies, a shared commitment to excellence and football development, according to the RDB statement.

RDB tweeted; “Today Rwanda and @PSG_inside announce a unique and innovative partnership inviting the world to be part of the country’s inspiring transformation,”

In what has been described as “more than a partnership”, Rwanda and Paris Saint-Germain, through a newly announced partnership, are inviting the world to be part of the country’s inspiring transformation.

“For three seasons, the Paris Saint-Germain community and the world will have a unique opportunity to experience Rwanda’s breath-taking beauty, creative culture, innovative environment, and modern and distinctive Made in Rwanda products through unprecedented and creative communications,” the Statement reads in part.

The partnership will also convey Rwanda’s openness to welcome business partnerships from France and across the world.

The deal comes after one and a half years Rwanda entered a three year deal with the London-based English premier league football club, Arsenal as a tourism partner. Arsenal players wear “Visit Rwanda” slogan on the sleeves of their shirts.

According to the new deal, Rwanda and Paris Saint-Germain will bring together their expertise through a new model of sport partnership built around three main cornerstones: cultural and artistic synergies, a shared commitment to excellence and football development.

First team players and legends will travel to Rwanda for remarkable experiences that will be shared with more than 70 million PSG fans across the globe.

Visit Rwanda branding will be displayed at the Parc des Princes Stadium, on the sleeve of Paris Saint-Germain women’s team, and on the back of training kits. Fans of PSG will also be given the opportunity to savour award-winning Rwandan tea and coffee that will be served exclusively at the Parc des Princes starting next season.

A “Semaine du Rwanda à Paris” (Rwanda Week in Paris) event will be organised to promote “Made in Rwanda”. A number of fashion, art and lifestyle collaborations will also be launched over the coming months and young and eco-responsible luxury brands will join forces with Visit Rwanda and PSG in exciting tripartite collaborations.

Paris Saint-Germain will support young Rwandan footballers to reach their full potential by organizing training programmes for both coaches and youth, enabling access to expertise offered by France’s most successful football club.

RDB noted that, “Rwanda’s long-term vision aligns with PSG’s commitment to the younger generation, reflected in their massive global appeal as the youngest major European club, home to many of today and tomorrow’s greatest footballing talents, a pioneer for fashion and lifestyle in football, and a hotbed for ground-breaking experiences.”

Marc Armstrong, PSG Chief Partnership Officer, said in a statement; “We are delighted to welcome Rwanda into the Paris Saint-Germain family. With this partnership, we will deepen our engagement with fans in Africa. This multifaceted collaboration will showcase all Rwanda has to offer and create powerful partnerships to contribute to Rwanda’s impressive growth.

Having spent time getting to know the country, and its people, we are incredibly excited about the opportunity to create a platform for exchange between Rwanda, France and the rest of the world.”

Commenting on the partnership, Rwanda Development Board’s Chief Executive Officer Clare Akamanzi, said: “In the last twenty-five years, Rwanda has transformed from a nation known for tragedy to one vibrating with creativity and innovation. We invest part of our tourism revenues in strategic collaborations such as the one with Paris Saint-Germain because we understand the positive effect they have on the overall perception of the country globally.

“This means attracting more tourism, boosting the export of Made in Rwanda products, creating more economic opportunities for our people and increasing jobs in our tourism industry and the larger ecosystem,” Akamanzi said in a statement.

Latest figures from RDB show that 142,000 Rwandans are directly employed in the tourism industry, up from 90,000 in 2017.

Last year Rwanda received 1.7 million visitors to the country and this number is expected to increase this year.  Furthermore, Rwanda registered a record $2 billion in investments and Akamanzi is confident that the partnership will boost more investments.

“We look forward to the opportunity for business and creative exchanges between the Paris Saint-Germain community and Rwanda. We cannot wait for Paris Saint-Germain fans to get to know today’s Rwanda – an ambitious, modern country that has much to offer the world.” Akamanzi said in a statement.

Rwanda is ranked the second safest country in Africa. Growing at 8.6%, Rwanda was the fastest growing economy in Africa in 2018. It was also ranked as the second easiest place to do business in Africa according to the World Bank and has been awarded for its leadership in sustainable tourism by the World Travel and Tourism Council.

Investors in Rwanda are able to register their businesses in only six hours and immediately enjoy the market access opportunities offered by the Continental Free Trade Agreement that has been signed by more than 50 African countries.

Close to two million visitors come to Rwanda for business and pleasure, discovering a clean, green country with welcoming people eager to share their unique culture. In Rwanda, visitors enjoy some of the world’s finest coffee and tea while relaxing at awe-inspiring luxury eco-tourism properties. 

Renowned for its incredible mountain gorilla trekking experience, tourists can also enjoy a variety of kayaking, cycling, hiking, bird watching and a ‘Big Five’ savannah safari to list but a few of the attractions available in Rwanda.