Rwanda has become official tourism partner for Arsenal.
The tie-in came as the African country unveiled Visit Rwanda as a new brand identity and logo as part of a wider strategy designed to attract more tourists and greater business investment.
The Visit Rwanda logo will feature on the left sleeve of all te team’s shirts next season. The new kit for the 2018-19 season was unveiled on Tuesday.
The three-year deal to become the premiership team’s first official ‘sleeve partner’ is part of the African country’s drive to become a leading global tourist destination.
Players from Arsenal’s men’s and women’s teams will visit Rwanda and club coaches will host coaching camps to support the development of the game for boys and girls in the country.
‘Visit Rwanda’ will gain global exposure through branding on match day LED boards at the Emirates Stadium, interview backdrops and a broad range of other marketing rights.
Rwanda Development Board CEO Clare Akamanzi said: “The launch of Visit Rwanda is a major new opportunity for us to showcase the best of Rwanda for tourists and investors alike.
“There have been huge, positive strides in Rwanda in recent years and we will be focusing our global campaigns on ensuring everyone is aware of the beauty of the country, the warmth of our people, the modernity of our infrastructure and the many possibilities to invest and grow here.”
She added: “We’re thrilled to be partnering with Arsenal and showcasing the vibrancy and beauty of our country.
“Renowned for our incredible and unique mountain gorilla tracking experience, tourists can also enjoy a variety of water sports, cycling, hiking, bird watching to list a few of the attractions available while in Rwanda.”
Arsenal chief commercial officer Vinai Venkatesham said: “This is an exciting partnership which will see us support Rwanda’s ambition to build their tourism industry.
“The country has been transformed in recent years and Arsenal’s huge following will bring Rwanda into people’s minds in a new and dynamic way.
“The Arsenal shirt is seen 35 million times a day globally and we are one of the most viewed teams around the world.
“We look forward to working with the ‘Visit Rwanda’ team to further establish the country as a leading tourist destination.”
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