Rwanda’s national tourism agency, Visit Rwanda, continues to harness its sponsorship of English Premier League football club Arsenal to promote the country’s community-led conservation and tourism offerings to key source markets around the world.
In July, the DMO hosted an exclusive event – “Conversation on Community-led Conservation” – on the sidelines of Arsenal’s summer tour of the USA. The event at SoFi Stadium in Los Angeles aimed to promote Rwanda’s eco-tourism, raise awareness of conservation efforts and support the 20th Kwita Izina gorilla naming ceremony, taking place on October 18. Club legends Gilberto Silva and Theo Walcott featured at the event, which was also attended by conservation partners, leading tourism and travel operators and commercial partners.
Ariella Kageruka, Head of Tourism and Conservation at the Rwanda Development Board (RDB), noted that, as a result of the conservation efforts of the Rwandan government and its private-sector partners, mountain gorillas were downlisted from critically endangered to endangered.
“Mountain gorillas are the only great ape population that is increasing anywhere in the world,” said Kageruka, referring to an increase from 620 in 1989 to just over 1 000 today.
The event highlighted the successful collaboration between Visit Rwanda and Arsenal in bringing attention to eco-tourism and community-centred conservation efforts. The partnership has been in place since 2018 with Visit Rwanda as an official partner on shirt sleeves and in tourism.
The multi-million pound deal, and a similar sponsorship of French mega club Paris Saint-Germain, has been cited by Rwanda’s government as a contributor to record-breaking tourist revenues. According to RDB, revenues grew to US$620 million in 2023, exceeding the 2019 figure by 24%.
In addition to providing match-day brand exposure to worldwide audiences, the partnership has seen enhanced promotion of the country through the footballers’ visits and publicised sports development activities.
Arsenal Commercial Director Olly Dale said the club explores innovative ways to harness the partnership, including the creation of the first-ever Arsenal and Visit Rwanda gorilla toy, which sold out within weeks.
“We look forward to relaunching it in our outlets in the coming months.”
Proceeds from each sale go towards funding the expansion of Volcanoes National Park – the epicentre of gorilla tourism and home to 12 gorilla families.
