The Rwanda Development Board has become Arsenal’s first official sleeve partner as part of the country’s drive to become a global tourist destination.
The three-year deal - formed through the Board’s subsidiary, the Rwanda Convention Bureau - will also see ‘Visit Rwanda’ become Arsenal’s official tourism partner. The ‘Visit Rwanda’ logo will feature on the left sleeve of all teams next season, displayed on the new Puma kit, which was unveiled on Tuesday.
As part of the agreement, ‘Visit Rwanda’ will also receive branding on matchday LED boards at Emirates Stadium, as well as interview backdrops and a range of other marketing rights.
Rwanda is one of the fastest growing economies in Africa, with the number of visitors doubling in the last decade.
The country’s national parks are attracting a record number of tourists due to growing numbers of wildlife including black rhinos, lions, zebra, chimpanzees and mountain gorillas.
Arsenal’s 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.”
Rwanda Development Board chief executive officer, Clare Akamanzi added: “We're thrilled to be partnering with Arsenal and showcasing the vibrancy and beauty of our country. Rwanda is a country pulsing with energy, creativity and innovation.
“Visit Rwanda and discover why we are the second fastest growing economy in Africa. Investors in Rwanda are able to register their businesses in only six hours and prepare to enjoy the opportunities accrued from the free trade agreements that we’ve signed with over 50 countries.”
As part of the agreement, Arsenal players from the men’s and women’s teams will also visit Rwanda, and club coaches will host coaching camps to support the development of the game for boys and girls in the country.