Focus

Football sponsorship: Rwanda's controversial strategy to boost tourism

As part of the "Visit Rwanda" publicity campaign, Rwandan President Paul Kagame and football player David Luiz pose with Arsenal jerseys. Rwanda is investing in football sponsorship in an effort to promote tourism.
As part of the "Visit Rwanda" publicity campaign, Rwandan President Paul Kagame and football player David Luiz pose with Arsenal jerseys. Rwanda is investing in football sponsorship in an effort to promote tourism. © Urugwiro Village (Rwandan Presidential Office)
By: Simon WOHLFAHRT
6 min

In an effort to boost its international image and attract more foreign visitors, the Rwandan government is investing heavily in football sponsorship. The "Visit Rwanda" slogan first became visible on Arsenal football jerseys thanks to a €34 million deal signed in May 2018. A similar contract was recently signed with French club Paris Saint-Germain. The strategy is already reaping results, but some observers say Rwanda should also be investing in improving its human rights record. FRANCE 24's Simon Wohlfahrt reports.

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A programme prepared by Patrick Lovett.

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