When
Rwanda sensationally signed a three-year tourism agreement with popular
English Premier League side Arsenal Football Club in May last year the
media went into a...
frenzy describing the deal as a coup.
One and a half years on evidence shows that the deal has
already turned out to be a game changer in Rwanda Development Board’s
efforts to promote Brand Rwanda – in terms of tourism, investments and
general exposure of the country to the rest of the world.
From the number of people that are now
visiting the country and those who now say that Rwanda is a potential
destination for them to tourism receipts and growing opportunities for
local businesses, it is safe to say that the Rwanda-Arsenal partnership
was a masterstroke by the Rwanda Development Board.
And so you’d understand why social media went into overdrive when it emerged yesterday that RDB had yet again inked an even more comprehensive deal with French football powerhouse and serial winners Paris Saint-Germaine.
The lifestyle partnership will not only see
the club’s men and women teams promote Rwanda on their training kit and
shirts but will also see the country’s famed tea and coffee exclusively
served at the club’s stadium, the famous 48000-seater Parc des Princes.
The agreement also
includes promotion of a wide range of Made-in-Rwanda brands, including
in fashion and arts, a development which has excited players in the
local industry.
As is the case with the Arsenal deal, PSG
players will also pay visits to Rwanda and help promote the country’s
destinations, while the Qatari owned club will also help grow the
country’s football.
Both Arsenal and PSG are huge global brands
that are supported by millions around the world and whose football
matches are among the most popular globally, and their partnerships with
Rwanda will not leave the country the same.
In addition to investment and tourism
benefits as well as exposure for local brands and attendant
opportunities, greater visibility of Rwanda represents a huge boost to
the country’s ambition of becoming a top Meetings, incentives,
conferences and exhibitions (MICE) destination.
It’s obvious that the Return on Investment
is massive for Rwanda and we can only congratulate those behind these
strategic decisions and call on Rwandans, especially businesses, to
strategically position themselves to make the most of the opportunities
they come with.
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