English soccer giants Arsenal have signed their first sleeve sponsorship deal, securing a three-year contract with the Rwanda Development Board.
The deal through the Development Board’s subsidiary, the Rwanda Convention Bureau, is part of the country’s drive to become a leading global tourist destination. The agreement sees Visit Rwanda become Arsenal’s official tourism partner with its logo set to feature on the left sleeve of all of the club’s teams next season.
No figures have been released for the contract but reports suggest it is worth less than the Premier League record UK£50million Hyundai partnership signed by Chelsea, although that could be simply down to it being a shorter contract.
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.”
Arsenal players from the 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 also gain global exposure through branding on matchday LED boards at Emirates Stadium, all the interview backdrops and a broad range of other marketing rights.