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 same, which includes shirt sleeve rights, is valued at about £10m (€11.8m/$13.1m) per year, from 2018-19 to 2020-21.
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.