PSG Announces Premium Partnership With African Country

Ahead of their match against FC Nantes on Wednesday, Paris Saint-Germain announced on their website a new three-year premium partnership with Visit Rwanda that will generate a reported €8-10 million per year for the club as reported by Le Figaro.

PSG supporters will see the ‘Visit Rwanda’ branding on the training kit and pre-game warm-up kits of the men’s team and on the sleeve of the women’s kit similar to Arsenal FC.

In addition to the branding, the African nation will be the exclusive supplier of tea and coffee at the Parc des Princes starting next season and the club will support footballers in Rwanda through training programs.

In an interview with The New Times, Rwanda Development Board Chief Executive Clare Akamanzi said fashion is another sector that will benefit from this partnership.

“Rwanda will work with PSG to select players in the local fashion industry who will elevate and showcase to the world using PSG platforms.”

Akamanzi also revealed that PSG was the one who reached out to them after seeing the success between Rwanda and Arsenal.

“PSG has not been the only one to approach us. Other football and sports clubs across the world have expressed interest to work with Rwanda when they saw the partnership with Arsenal. Rwanda’s values and those of PSG are in alignment and have a lot in common.”

This is just the latest in an incredible run of sponsorship deals for PSG as detailed by ESPN. Currently, PSG has the Parc des Princes in the shop window hoping to find a company willing to spend big to rename their iconic stadium.

The reason for the Rwanda deal and so many others is to turn PSG into a self-sustaining club that doesn’t need to rely on funds from Qatar. If PSG can generate its own money—and a lot of it—annually, it makes Financial Fair Play a non-issue for the most part.

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