The FIFA World Cup testifies to the fact that, among all sports, football is the biggest tourism driver a country could possibly have. Not so long ago, Rwanda hopped on this train by signing a sponsorship deal with Arsenal FC.
We’ll have a sleeve sponsor on our shirts from 2018/19 – we’re pleased to welcome our Official Tourism Partner, @visitrwanda_now
— Arsenal FC (@Arsenal) May 23, 2018
According to the Arsenal website, the deal is Rwanda’s way of rapidly increasing tourism in the country. The Rwanda Development Board came up with a ‘Visit Rwanda’ slogan, which has been featured on the left sleeve of all Arsenal teams for next season – making Rwanda the club’s first official sleeve partner.
In addition, the three-year deal will see Rwanda’s logo appear at the side of the pitch at the Emirates stadium and on the backdrops for post-match interviews. Arsenal will also host coaching camps for its teams in Rwanda, thereby helping develop football in the country.
#Rwanda - @Arsenal enter multi-million sleeve deal that will see the @premierleague team wear "VISIT RWANDA" on the shirt sleeves of 1st team players, Women team, and Youth team. VISIT RWANDA will also feature prominently on the LED screens/boards during match days. @RDBrwanda
— The New Times (Rwanda) (@NewTimesRwanda) May 23, 2018
The Arsenal shirt is seen 35 million times a day globally. This visibility is already telling on Rwanda’s tourism industry as there has been a surge in the number of British tourists visiting the country lately. The Rwandan government reportedly spent £30 million on the partnership and some experts believe it could help the country generate up to £300 million of revenue.
While there are several clubs making waves in the English Premier League, the Rwandan government probably went with Arsenal because President Paul Kagame is a very vocal fan of the club.
— Ed Jones (@Ed_Jonesafc) June 7, 2018
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