The wider Paris Saint-Germain family continues to grow, with new that the Ligue 1 side have signed another partnership, this time with Visit Rwanda, and together they are inviting the world to be part of the country’s inspiring transformation.
Just when we thought it might be safe to put out a list of PSG’s 2019 partnerships and collaborations, in turns out we jumped the gun. And in all honesty, we shouldn’t be surprised, for this is a club that’s bordering on a brand in their now right, and they hold a massive amount of global appeal. Never has that phrase been more appropriate than with their latest partnership, with Visit Rwanda.
The three-year partnership is the country’s second, following a three-year deal with Arsenal in May 2018. The PSG’s deal will see local Rwandan fashion and design, art and culture, coffee and tea as well as tourist attractions gain visibility through the club. With Rwandan tea and coffee being exclusively sold at Le Parc des Princes.
Visit Rwanda branding will feature on the back of the training kit and pre-game warm-up kits of the men’s team and also on the sleeve of the kit worn by the women’s team during their matches. Further to this branding, first team players and legends will travel to Rwanda for remarkable experiences that will be shared through digital platforms, offering immense exposure to the African nation.
Due to the confidentiality of the agreement, the financial details of the deal will not be disclosed, although reports suggest that it will be worth between €8m and €10m per year to the club.
Marc Armstrong, Chief Partnerships Officer, said: “We are delighted to welcome Rwanda into the Paris Saint-Germain family as a Premium Partner. With this partnership, we will deepen our engagement with fans in Africa. This multifaceted collaboration will showcase all Rwanda has to offer and create powerful partnerships to contribute to Rwanda’s impressive growth. Having spent time getting to know the country, and its people, we are incredibly excited about the opportunity to create a platform for exchange between Rwanda, France and the rest of the world.”
So we're just into December. Still time for at least another three partnerships to be announced before the year is out...
