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Rwanda's Sports Partnerships with Arsenal, PSG and Bayern Munich Boost Tourism and Global Presence

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louis Buyisiwe

Apr 2, 2024

Rwanda's financial engagements with top-tier football clubs

The partnerships have proven to be significantly fruitful, with many tourists citing the visibility of Rwanda in international football as a key factor in their decision to visit the country. Specifically, the alliance with FC Bayern Munich, established in August 2023, has markedly increased Rwanda's appeal in Germany.
Nyungwe forest one of most visited natural treasures of Rwanda

Rwanda's financial engagements with top-tier football clubs Arsenal, Paris Saint-Germain (PSG), and FC Bayern Munich are strategic partnerships aimed at enhancing the country's tourism sector and global visibility, asserted President Paul Kagame.

In a recent interview on April 1, 2024, with Radio 10 and Royal FM, Kagame emphasized the mutual benefits derived from these collaborations under the "Visit Rwanda" campaign, countering the criticisms of it being mere sponsorships.


The partnerships have proven to be significantly fruitful, with many tourists citing the visibility of Rwanda in international football as a key factor in their decision to visit the country. Specifically, the alliance with FC Bayern Munich, established in August 2023, has markedly increased Rwanda's appeal in Germany.


Kagame addressed the critics who question the appropriateness of such investments by a developing country like Rwanda, clarifying that these are not donations but profitable ventures for both parties.


He highlighted the substantial growth in Rwanda's tourism revenue, which surged to $445 million in 2022 from $164 million in 2021, demonstrating the tangible benefits of these partnerships.


This innovative approach to marketing and economic development showcases Rwanda's commitment to leveraging global platforms for national benefit, challenging traditional notions of aid and partnership.

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