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Rwanda says partnership with PSG to boost tourism potential

THE newly announced partnership between Rwanda and French soccer club Paris Saint-Germain (PSG) will play a ‘big role’ in boosting Rwanda’s tourism potential, Rwanda Development Board (RDB) said Thursday.

Rwanda and PSG, through the newly announced partnership, are inviting the world to be part of Rwanda’s inspiring transformation, RDB’s chief tourism officer Belize Kaliza said at a press conference in Kigali, the capital city of Rwanda.

Rwanda’s tourism potential will be given huge exposure to the world through the partnership, which will increase the popularity of Rwanda as a tourism destination and promote made-in-Rwanda initiatives such as fashion, arts and coffee and tea, said Kaliza.

The PSG community and the world will have a unique opportunity to experience Rwanda’s beauty, culture, environment, and modern and distinctive made-in-Rwanda products through unprecedented and creative communications, she said.

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

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

Under the partnership, first-team players and legends of PSG 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 PSG women’s team, and on the back of training kits. Fans 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 week-long event will be organised in Paris to promote made-in-Rwanda products. 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 the football club in tripartite collaborations.

Paris Saint-Germain will also support young Rwandan footballers to reach their full potential by organizing training programs for both coaches and youth.

The central African country has already had a three-year partnership with English Premier League heavyweights Arsenal FC. RDB in May 2018 announced becoming an official tourism partner of Arsenal.


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