PSG to offer Rwandan beverages as part of wide-ranging deal

Paris Saint-Germain fans will be able to enjoy award-winning beverages from Rwanda at the Parc des Princes from next season as part of a new partnership between the Ligue 1 side and the Central African nation.

The three-year deal, agreed between PSG and the Rwanda Development Board, is to be used to promote the developing country and assist in building business partnerships. Rwanda signed a similar deal with English Premier League club Arsenal in 2018.

As part of the PSG deal, Visit Rwanda branding will be displayed at the Parc des Princes, on the sleeve of PSG’s women’s team, and on the back of training kits.

Fans of PSG will also be given the opportunity to savour Rwandan tea and coffee that will be served at the 47,000-capacity Parc des Princes from next season.

Marc Armstrong, PSG’s chief partnership officer, said: “We are delighted to welcome Rwanda into the Paris Saint-Germain family. With this partnership, we will deepen our engagement with fans in Africa.

“This multifaceted collaboration will showcase all Rwanda has to offer and create powerful partnerships to contribute to Rwanda’s impressive growth. Having spent time getting to know the country, and its people, we are incredibly excited about the opportunity to create a platform for exchange between Rwanda, France and the rest of the world.”

The Rwanda Development Board, a government department, earlier this year claimed the country has already recouped over 100 per cent in marketing benefits from its first year of the sponsorship with Arsenal. It said Rwanda saw a five-per-cent increase in visitors from the UK during that period.