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Visit Rwanda signs major PSG sponsorship, rivals existing Arsenal deal

MADRID, SPAIN - NOVEMBER 26: Pablo Sarabia of Paris Saint-Germain celebrates with teammates after scoring his team's second goal during the UEFA Champions League group A match between Real Madrid and Paris Saint-Germain at Bernabeu on November 26, 2019 in Madrid, Spain. (Photo by Angel Martinez/Getty Images)

Ligue 1 champions Paris Saint-Germain have signed a three-year ‘Premium Partner’ deal with country tourism agency Visit Rwanda.

The agreement affords Visit Rwanda branding on the warm-up jerseys worn by the players before every match and LED perimeter board signage around the Parc des Princes stadium.

Visit Rwanda will also receive player access rights for promotional work, including visits to the county where a PSG club academy will be created in the capital Kigali.

The deal is worth between €8m ($8.8m) and €10m per year, according to the French newspaper Le Figaro, in the same region as the agreement made by Visit Rwanda with Premier League club Arsenal in May 2018.

SportBusiness Sponsorship values that deal, which includes shirt sleeve rights, at about £10m (€11.8m/$13.1m) per year, from 2018-19 to 2020-21.

Read this: Premier League shirt sleeve deals move on from media buys

Marc Armstrong, director of sponsorship of PSG told Le Figaro that the partnership with Visit Rwanda will enable PSG to strengthen its presence in Africa.

He said: “We are convinced that Africa can be a source of income for the club. PSG is a strong and increasingly powerful brand in Africa. We can be a bridge for many African companies or for global brands that would like to invest in Africa.

“Today, by joining forces with Rwanda, PSG joins forces with an avant-garde and innovative country, with which it will revolutionise the partnerships of the world of sport.”

Clare Akamanzi, chief information officer the Rwanda Development Board said the tourism authorities’ ambition is to show the best of Rwanda, which has an economic growth rate of 8.5 per cent per year and claims to be the second-safest nation on the continent.

She said: “We chose Paris Saint-Germain because it is more than a football club, it’s a brand lifestyle and entertainment. It is the youngest of the major European clubs and shares many fundamental values with Rwanda: ambition, vision of the world, close ties with the younger generation and the search for excellence.”

The deal will be launched by the club tonight at the Parc des Princes, where Armstrong, along with members of the PSG Board, and representatives of Rwanda, such as the Rwandan ambassador in Paris, will be in attendance.

Visit Rwanda joins Orange, Ooredoo, EA Sports, Nivea Men, Renault, Deliveroo, Supercell and BeIN Sports in the club’s Premium Partner tier.