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FC Bayern and Visit Rwanda agree partnership until 2028

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Unlocking Rwanda's Tourism Potential: A Journey Through Sports Partnerships

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In a bid to harness the power of sports in promoting tourism, Rwanda has been actively engaging in partnerships with major European football clubs, a strategy that took center stage at the World Travel and Tourism Summit held in Kigali from November 1 to 3.

The summit, which saw global experts and industry leaders gather to explore innovative approaches to boost tourism, shed light on Rwanda's unique approach to attracting visitors. One of the key topics of discussion was how sports, particularly football, can play a pivotal role in promoting the country's tourism sector.

The African nation has been steadily forging partnerships with renowned European football clubs, and the latest addition to this list is Bayern Munich. Just two and a half months after the signing of a partnership between the German football giant and "Visit Rwanda, " the impact is already visible. Young players from the new Bayern Munich academy in Kigali are up at the crack of dawn, diligently training on the pitch.

This collaboration with Bayern Munich marks Rwanda's third such partnership with a major football club, following successful deals with Arsenal and PSG. While the exact financial details of these partnerships are confidential, each agreement includes provisions for visibility on jerseys, advertising boards, and players' content on social media platforms. The ultimate goal is to attract new visitors to Rwanda by leveraging the global fan base and popularity of these clubs.

The results are already evident, with Rwanda welcoming over a million visitors in 2022 and generating nearly $445 million in tourism revenue. However, the return on investment from these sports partnerships can be challenging to quantify and has faced criticism from some quarters.

Nevertheless, Michaella Rugwizangoga, in charge of tourism at the Rwanda Development Board, staunchly defends the strategy. "Working with sports clubs is the positioning we have chosen as a country. The proportion of investment that goes into these partnerships is minimal compared to the revenue the country collects through tourism. Today, tourism accounts for 10% of our GDP. But without marketing, we have no tourism, and without tourism, we have no revenue to reinvest," she asserts.

Rwanda's commitment to utilizing sports as a catalyst for tourism growth goes beyond partnerships. The country has been investing in infrastructure to attract sporting events from the continent, such as the ongoing expansion of the Amahoro Stadium. This ambitious project, estimated at $165 million, will increase its seating capacity to 45,000, further positioning Rwanda as a destination for sports enthusiasts.

As Rwanda continues to explore innovative ways to drive its tourism sector, it's evident that the nation's unique approach of uniting sports and travel promotion is making waves in the global arena, ultimately benefiting both the nation's economy and the international football community.

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Visit Rwanda :Rwanda signs landmark deal with Bayern Munich

Rwanda has once again stepped onto the global football stage after Visit Rwanda, a campaign that promotes Rwanda’s tourism offerings in foreign markets announced that it had officially become a Platinum Partner of Germany's top football club, FC Bayern Munich, solidifying its position as the club's Official Tourism Partner for East, Central, and Southern Africa until 2028.

This partnership follows President Paul Kagame's suggestion of Rwanda exploring further affiliations with major football clubs, marking the nation's third such deal alongside the Premier League's Arsenal and French Ligue 1 Champions Paris Saint-Germain.

The announcement, made during FC Bayern's inaugural home game of the season on Sunday, signifies a multifaceted relationship that includes a commitment from the club to work closely with Rwanda's Ministry of Sports in establishing a football academy. The primary objective of this academy is to enhance the development of football within the country.

Moreover, Visit Rwanda branding will prominently feature on match day LED boards at the club's 75,000-seater Allianz Arena. Various initiatives and activities will be organized to promote tourism and investment opportunities in Rwanda.

Jan-Christian Dreesen, FC Bayern's Chief Executive Officer, expressed his enthusiasm about the partnership: "I am very pleased with this collaboration, which extends until the summer of 2028. Bayern can now actively engage with the African continent and gain invaluable experiences. This new platinum partnership aligns perfectly with our long-term objectives. We are committed to promoting 'Visit Rwanda' and supporting Rwanda's sporting growth through youth football projects. These are challenging yet vital responsibilities. Africa is a continent teeming with opportunities, and for FC Bayern, this represents the next significant stride in internationalization."

Andreas Jung, Bayern's Executive Board Member Marketing, echoed this excitement: "I eagerly anticipate this new and incredibly promising partnership. We are dedicated to assisting the Rwandan Ministry of Sports in advancing youth football programs, including our FC Bayern Youth Cup. Our goal is to propagate 'Visit Rwanda' as a premier tourism destination while warmly welcoming our new partner into our expansive business network."

Aurore Mimosa Munyangaju, the Minister of Sports said the partnership with FC Bayern will lead to the development of youth football for both boys and girls in Rwanda.

"The establishment of the FC Bayern Academy, where their expert coaches will share their knowledge of the game with local coaches and players, holds immense potential for Rwandans to excel in football. This partnership provides a remarkable platform for Rwanda to strive for excellence in sports."

Clare Akamanzi, CEO of the Rwanda Development Board, also welcomed this significant development saying ever since the Government of Rwanda initiated the Visit Rwanda campaign five years ago, the progress has been outstanding.

She added that Bayern Munich "is another prestigious partner which allows us to reach millions of its global fans and encourage them to visit Rwanda. Germany stands among Rwanda's top five tourism source markets, and we intend to utilize this partnership to attract more tourists to Rwanda, showcase investment and business opportunities, and inspire all to experience Rwanda to the fullest," Akamanzi said.

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Does Arsenal's Visit Rwanda shirtsleeve deal remain a 'compelling fit'?

David Luiz might well recommend a holiday in Rwanda, but with the situation there of international concern this sponsorship looks increasingly strange

I n January this year the Foreign Office urged the Rwandan government to look into allegations of “deaths in custody, enforced disappearances and torture”. The logistics of this shouldn’t be too difficult. The allegations are against the Rwandan government itself.

Six months ago Paul Rusesabagina, the hotelier whose peaceable role in the 1994 genocide was portrayed in the film Hotel Rwanda , was bundled on to a plane in Dubai to face what his family have called a sham trial on terrorism charges.

And a year before that David Luiz travelled to Rwanda on a sensational luxury tourist holiday – all the better to illustrate what the then chief commercial officer, Vinai Venkatesham, called “the very compelling fit” between Arsenal football club and a country where public life is marked by “threats, intimidation [and] mysterious deaths”, according to Human Rights Watch .

Never mind that, though. Look away from the moral discomfort. Here’s David Luiz’s video diary. Here’s David Luiz stalking a gorilla, David Luiz nutmegging a laughing child, David Luiz walking through the forest in a soaking wet Arsenal tracksuit. David Luiz’s verdict ? “I’m going to recommend all my friends to spend their holidays in Rwanda.”

Arsenal’s sponsorship by Visit Rwanda remains an oddity of the commercial-sporting nexus. There was a degree of surprise in May 2018 when the shirtsleeve deal was announced .

It has since puttered along in the peripheral vision, absorbed into the wider moral contortions of Premier League life. Football has spent the past decade being bought and sold by sovereign states, used to puff, gloss and scour international reputations. What’s another friendly despot?

The difference with Rwanda is that, while undoubtedly a beautiful place to visit, it is also one of the poorest nations on earth. This isn’t a mini-superpower with surplus GDP tumbling out of its trouser turn-ups. Rwanda is not much bigger than Wales. The majority of its people live in poverty. It relies massively on foreign aid. And yet here it is paying out £30m to one of the world’s richest sporting clubs.

Two things have brought this into starker relief in the past few weeks. That three-year contract is up for renewal in the summer. And as the UK government statement suggests, the situation in Rwanda has become a source of genuine international concern.

Michela Wrong is a writer and journalist who has been covering Rwanda since the genocide. Her book on president Paul Kagame’s 21-year regime – Do Not Disturb: The story of a political murder and an African regime gone bad – is published in April.

“On a human rights front things have definitely got worse since 2018,” Wrong says. “Rwanda is one of the most repressive countries in Africa. You’ve got real poverty. Every election in Rwanda is rigged, everyone knows that. Worse, there is an unrelenting desire to hunt down and silence critics of the government abroad.”

This process, known as “transnational repression”, is a key theme in Wrong’s book, with the suggestion the Rwandan government silences dissent abroad via a secret service she compares to Mossad and the East German Stasi.

The government is essentially an embodiment of its president. Re-elected in 2017 with a hugely impressive 99% majority , Kagame was a leader of the liberating armies after the genocide. He has been a darling of the world stage, cosying up to Tony Blair and Bill Clinton, and often tweeting about Arsenal in the final days of Arsène Wenger (Kagame was, reluctantly, #Wengerout).

“I think of [Kagame] as a very sinister figure now,” Wrong says. “He’s going to be there for life, he doesn’t have any successors, all his closest colleagues from when he rose to power have been killed or imprisoned.”

How does that fit with the branded gushing, with David Luiz’s trip to the presidential residence (the hand‑slaps, the “PK” replica shirt)? Or indeed the account on the Arsenal website that describes Rwanda as “a leading reformer in Africa”.

The club are not willing to shed any light on the renewal of the deal. A spokesperson told the Guardian: “We never discuss the commercial terms or renewals of our partnerships, but we and Visit Rwanda are delighted with how things have been working since we launched together in 2018. As well as raising awareness of the country as a luxury holiday destination, we have also worked together to challenge perceptions and tell Rwanda’s incredible story of culture, heritage and transition.”

The schmaltz may seem a little galling to some. But there is at least a bracingly bullish amorality to Arsenal’s position on this. These are, after all, questions football needs to confront and untangle with a degree of honesty as it struggles to navigate a path between unfettered growth and expansion (also known as greed), and any notion of being selective over who it deals with.

Arsenal are right, too. According to Rwandan figures the campaign has been a success, lifting overall tourism numbers by 8%. Whatever the regime might be up to, Rwanda has a functioning tourist industry –; hoteliers, taxi drivers and everyday people who will benefit hugely from economic activity.

Where do we draw the line? Who do we deem acceptable from our own rather wobbly throne of judgment? Can we fly Emirates but not Visit Rwanda? Can we sell Saudi Arabia instruments of death but not a football club? This is simply football’s global landscape, a ziggurat of conflicting interests and messages, a place where nobody is really out of the murk.

For Arsenal, the question of whether to renew the Rwanda deal remains open. Perhaps Rwanda’s presence on the Covid travel red list will play a part. Perhaps the concerns of the Foreign Office will carry some weight.

This was always an unexpected fit. Set against English football’s much-trumpeted moral rectitude of the past year, and couched as a simpering corporate partnership (David Luiz waving in a Jeep: meet the Gikondo street children’s transit centre), it looks increasingly strange.

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Fc bayern munich ink five-year deal with visit rwanda for football development.

The Bundesliga club, FC Bayern Munich have inked a multi-year sponsorship deal with Visit Rwanda.

A new five-year cooperation has been formed for football development and tourist marketing. The agreement, which was announced during FC Bayern’s first home game of the season, would see the club collaborate with Rwanda’s Ministry of Sports to establish a football academy to help the country’s football growth.

Furthermore, the logo of Visit Rwanda will be shown on matchday LED boards inside the club’s 75,000-seater Allianz Arena. Along with this, other events will also be organised to highlight tourism and investment prospects in Rwanda.

Jan-Christian Dreesen, FC Bayern Chief Executive Officer, said, “I am very pleased with this collaboration agreed upon until the summer of 2028. FC Bayern can become active on the African continent and gather important experiences. The new platinum partnership is aligned with long-term goals. We will promote ‘Visit Rwanda’ and help Rwanda grow in sports with projects for youth football. These are challenging and responsible tasks. Africa is a continent of opportunities. For FC Bayern, this is the next important step in internationalisation.”

Andreas Jung, FC Bayern Executive Board Member Marketing, said, “I am looking forward to this new, very exciting collaboration. We will support the Rwandan Ministry of Sports in developing youth football programs, including our FC Bayern Youth Cup. We want to spread ‘Visit Rwanda’ as a tourism destination, and we also welcome the new partner to our business network.”

Aurore Mimosa Munyangaju, Rwanda Minister of Sports, commented, “We’re thrilled to partner with FC Bayern to support the development of youth football for boys and girls in Rwanda. We look forward to setting up the FC Bayern Academy where their expert coaches will share knowledge of the game with local coaches and players. The potential is there for Rwandans to excel in football and this partnership provides a great platform for Rwanda to strive for excellence in sports.”

Clare Akamanzi, CEO of the Rwanda Development Board, said, “The Rwanda Development Board is pleased to welcome yet another strategic partner in FC Bayern Munich. It’s been five outstanding years since the Government of Rwanda announced the Visit Rwanda campaign and adding FC Bayern as another additional partner allows us to reach out to its millions of fans across the globe and tell them to visit Rwanda. Germany is among Rwanda’s top five tourism source markets and we aim to use this partnership to attract more tourists to Rwanda, showcase investment and business opportunities and encourage all to stay in Rwanda.”

Germany has friendly ties with Rwanda. Rhineland-Palatinate, for example, has had a 40-year association with Rwanda. The Goethe Institute and the Friedrich Ebert Foundation maintain facilities in Kigali. The Federal Ministry for Economic Cooperation and Development (BMZ) works with Rwanda on the environment, power, internal and external peace, education, and employment. A “German Desk” in Kigali, Rwanda’s capital, has been set up to help with investment. Volkswagen and BioNTech have both been on the market.

Earlier in the year, the brand also inked a partnership extension with the Ligue 1 team, Paris Saint-Germain (PSG).

Recently, the record Bundesliga winners also inked sponsorship deals with PRIME, and Adyen while also renewed deals with Allianz and URSAPHARM. Bayern Munich began their German top-flight league on a good note as they secured two wins from two games. the club will next face Borussia Mönchengladbach on September 2.

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NLO Hits Jackpot, Set To Sign Multi-Million Naira Sponsorship Deal

The Nationwide League One (NLO) is set to sign its largest sponsorship deal worth millions of naira and also announce a partnership with two foreign service providers.

The four (4) year sponsorship agreement breaks records and represents a major step forward for the development of grassroots football in Nigeria.

NLO Chairman and former Deputy Governor of Nasarawa State, Silas Agara, shared further information about the agreement with.

“We are pleased with the various brands that have shown interest in the NLO in recent months as we want the NLO to become a global phenomenon as the most successful grassroots football league in Africa, as called for by the President of the NFF, Ibrahim Musa Gusau

“One of our partners is a lottery company licensed by the Nigerian Lottery Commission; will be the LO title sponsor. We have signed a sponsorship agreement with a term of four years. And we will reveal them on Thursday, March 14, 2024.

Twenty-four hours later, exactly on Friday, March 15, the NLO will present four of its possible partners.

“One of them is a service provider: a sports tracking platform based in Croatia with more than 25 million monthly active users worldwide. This is very good for our clubs. They have also directed the NLO to help them integrate other leagues in Nigeria.

“This is not about any monetary value, but about sharing the benefits of the development of our league and we have agreed to work with them.”

However, there is another IT company that has agreed to develop websites for all NLO clubs. They will also open social media channels for all clubs.

“They will train club officials to manage the websites and then market the website and social media so that clubs can generate funds to support their clubs.”

“The NLO sees this as a good avenue for club development and another source of income for NLO clubs.”

Agara further hinted: “Two more technical partners will join NLO as they will help facilitate talent discovery through the use of technology.

“The country’s third-tier national football league sees them as a development partner, and we have agreed to give them access to our data. The benefits for NLO are the revenue share from selling the data, we have a device that allows us to monitor what we see.”

In order to expand its reach to a wider audience and passionate fans of the league, NLO has in a separate development launched its two (2) channels on Blend TV.

Sir Jim Ratcliffe’s Manchester United national stadium plan backed

A vision for a new Manchester United ground that could double as a ‘Wembley of the North’ has been welcomed by council chiefs.

Sir Jim Ratcliffe, a co-owner of the club, has outlined his preference to replace Old Trafford with a ground that could be used as a national venue.

Trafford Council welcomed the proposal as part of its plans to regenerate the wider Trafford Wharf area.

But councillor Liz Patel said it would be up the club to fund a new stadium.

The club’s plans are a key element of Trafford Council’s Wharfside Development plans, which will go out to public consultation next week.

New stadium developments at Tottenham, Everton, and Manchester City have been highlighted by the council as good examples of how to regenerate an area and keep fans there for longer on match days.

Sir Jim told BBC sports editor Dan Roan that the 74,310-capacity Old Trafford had become “tired and in need of refurbishment”.

He said any plan to build a new stadium that could also be used as a national ground would require a “conversation” with the government about using taxpayer funds.

‘Great ambition’

Ms Patel, who is leading the council’s redevelopment plans, said a ‘Wembley of the North’ proposal “would be wonderful”.

“That is great ambition from Jim Ratcliffe and these plans match that in terms of the setting and the future of the area,” she said.

A new stadium built on adjacent land could cost around £2bn.

Ms Patel said the council would look for investment for the Wharfside plans, and “saw a role” for the council in “leading, guiding and securing” the funding.

“How United get together the finances for their own stadium refurbishment would be separate,” she said.

At a meeting of the council’s executive on Monday night, Ms Patel earned cross-party support for the regeneration plans, which could take up to 20 years realise.

She said Trafford Council had worked with Manchester United’s planning team to design improvements in the area for fans as part of the masterplan.

“We want to create a much more family-friendly space where people want to stay longer and have processional routes so it’s a lot safer for fans arriving on foot from tram stops or walking out from the city centre – as sometimes happens in European matches.”

F1 Academy pens Tommy Hilfiger deal

The all-female F1 Academy series has agreed a partnership with global lifestyle brand Tommy Hilfiger.

• Tommy Hilfiger will sponsor the entry of Spanish driver Nerea Martí
• The brand will also design and provide all F1 Academy staff uniform

Tommy Hilfiger becomes the latest brand to support the upcoming season of F1 Academy, with Charlotte Tilbury and Puma already on board. There will be five designated partner liveries this season, in addition to each car supported by a Formula One team, which means there are two partnerships still to be announced.

This adds to Tommy Hilfiger’s existing partnership with the Mercedes Formula One team, first signed back in 2018, as well as its personal endorsement of Lewis Hamilton and, more recently, George Russell.

“Tommy Hilfiger is one of the most recognised global lifestyle brands, so it is a great honour to welcome them to F1 Academy as an official partner,” said Susie Wolff, managing director of F1 Academy.

“Tommy Hilfiger is fully invested in our mission to improve female representation in motorsport, and their global brand platform will appeal to those outside of the motorsport world and help us to reach new audiences.

“I would like to personally thank Tommy and his team for sharing our vision and supporting a talented young driver in Nerea Martí.”

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Arsenal not planning to end Visit Rwanda deal despite court ruling against government’s asylum policy

Arsenal have no plans to cancel their sleeve sponsorship deal with Visit Rwanda following the UK Supreme Court’s ruling that the government’s Rwanda immigration plan is “unlawful”.

No changes are anticipated to the four-year £10million-per-year ($12.5m) deal signed in 2021 with Visit Rwanda, which first appeared on Arsenal shirts in 2018.

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When delivering the verdict, Lord Robert Reed, president of the court, said Rwanda “has a poor human rights record”, citing evidence from the UN’s refugee agency. Lord Reed added there was a “real risk” asylum seekers could be sent from Rwanda to the places they fled from.

The written ruling stated that “most human rights violations were said to be linked to criticisms of the Rwandan government” with “constraints on media freedom and political activities” and questions about the country’s compliance with international human rights agreements.

Wednesday’s ruling comes following legal challenges to the UK and Rwandan governments’ Asylum Partnership Agreement, which was announced in April 2022. That plan, led by former Home Secretary Suella Braverman, would see the UK send asylum seekers from their shores to Rwanda, where they would be processed under the African country’s asylum system.

As reported by the BBC, a Rwandan government statement said it “takes issue with the ruling that Rwanda is not a safe third country for asylum seekers and refugees” and that it “is committed to its international obligations”.

Arsenal maintain their deal is about promoting tourism in a developing country rather than supporting the country’s political leadership. However, Visit Rwanda is an arm of the Rwanda Development Board which is a government department.

Visit Rwanda also has deals with Paris Saint-Germain and Bayern Munich.

Arsenal's Visit Rwanda sponsorship: The impact, criticisms and what fans think

When did Arsenal partner with Visit Rwanda?

Arsenal’s deal with Visit Rwanda began in May 2018, when they signed a three-year deal with the Rwanda Development Board. In 2021, Arsenal signed another £10million-per-year ($12.5m) sleeve sponsorship contract with Visit Rwanda lasting another four seasons.

As well as appearing on shirt sleeves of Arsenal’s men’s, women’s and youth teams, the Visit Rwanda logo has been seen on LED boards at the Emirates Stadium and interview backdrops.

Several past and present Arsenal players have visited Rwanda as part of their agreement. In August 2022, Arsenal published footage on their channels of club legends Ray Parlour and Robert Pires’ trip. Last December, four women’s team players — Jen Beattie, Caitlin Foord, Katie McCabe, and Jordan Nobbs — also visited Rwanda. Sponsored content using various active men’s players has been produced since 2018 and Arsenal fans can also buy Visit Rwanda merchandise at the club shop.

The difficulties with Arsenal’s deal

Arsenal’s deal has prompted criticism because the Rwandan government stands accused of serial abuses by multiple human rights groups, with international non-governmental organisation Human Rights Watch alleging torture is commonplace alongside a failure to conduct investigations into “suspicious deaths”. Fellow NGO Amnesty International says “disappearances from previous years remained unresolved”.

Last year, Arsenal told The Athletic it carried out “extensive research” before signing the deal , which is focused on boosting tourism in a developing country.

“Our partnership is focussed on promoting the country and helping the tourism sector recover from the pandemic,” a spokesperson said. “Prior to the pandemic, visitor numbers from key countries including the UK and across Europe had shown significant increases which coincide with the start of our partnership.

“In 2019, Rwanda experienced a 30 per cent year-on-year increase in visitors for tourism and MICE tourism (Meetings, Incentives, Conferences and Exhibitions) from across Europe, and an 18 per cent year-on-year increase from the UK.”

In 2021, the UK government criticised Rwanda at the United Nations Human Rights Council for “extrajudicial killings, deaths in custody, enforced disappearances and torture”.

“I think Arsenal fans should worry about their football club supporting one of the most repressive regimes in Africa,” author Michela Wrong told The Athletic last year. “Given what is going on in his country, the president has blood on his hands.”

While Rwanda was a fairly niche issue in the UK when Arsenal first signed the deal, that has all changed over the last year as the Conservative government has pursued its ‘Rwanda policy’ which has now been thrown out by the Supreme Court.

As Arsenal’s Premier League season continues, in the UK, Rwanda now may become synonymous with ongoing political battles as the right-wing of the Conservative Party proposes leaving the European Court of Human Rights which they blame for blocking the Rwanda deal.

(Photo: Ryan Pierse/Getty Images)

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Visit Rwanda and African Football League announce Partnership

The Confederation Africaine de Football (CAF) announced a partnership with the Government of Rwanda, through the Rwanda Development Board, the Ministry of Sports, and RwandAir. The partnership aims to develop African football and tourism through the new African Football League (AFL) that will feature the best football clubs in the continent on a global stage. Visit Rwanda

The African Football League will have teams from every region in Africa competing for a title every year starting this 20 October 2023 in Dar-es-Salaam, Tanzania.

This year’s competing football clubs, selected following CAF rankings, will include Al Ahly from Egypt, Wydad AC from Morocco, Espérance Sportive de Tunis from Tunisia, TP Mazembe from DR Congo, Enyimba from Nigeria, Mamelodi Sundowns from South Africa, ATL. Petro Luanda from Angola and Simba FC from Tanzania.

As a founding partner of the league, “Visit Rwanda” branding will be visible on sleeves of player jerseys, in stadiums during games, partner workshops and events, broadcast and online media channels, websites and more. Visit Rwanda African Football League Partnership

In addition, AFL will work with the Rwandan Ministry of Sports and Football Federation (FERWAFA) on youth football development initiatives, including developing a local youth league.

Rwanda’s national carrier, RwandAir will be an airline partner of the league and will transport participating teams to countries that are among its routes.

The partnership with “Visit Rwanda” is a great milestone. I am pleased to announce our exciting partnership with a nation that epitomises the spirit of African football’s growth and potential. Together, we will unlock new horizons for the beautiful game on our continent, showcasing its breath-taking landscapes, vibrant culture, and the passion of our fans. We can’t wait to embark on this incredible journey together with “Visit Rwanda”. said Véron Mosengo-Omba, CAF Secretary General, while speaking on the partnership.

Visit Rwanda African Football League Partnership

We’re excited to announce yet another partnership for the development and promotion of sports in Rwanda. This falls in line with our objectives of contributing to developing African talent and using football for economic development in our continent. Through this partnership, we aim to showcase the new Rwanda to over 1 billion audiences that will be watching the annual league, and to ensure that our young players, coaches, sports operators and private sector are supported across the entire ecosystem. noted Francis Gatare, Chief Executive Officer, Rwanda Development Board

Read Also: Botswana Eyeing Implementation of the Central Electronic Monitoring System: IAGR 2023

Sports is a great unifier for our continent and a partnership such as this with the African Football League, is a rare opportunity for young football talents and local leagues in Africa. We look forward to having more Rwandans showcase their footballing talent on this platform that reaches millions of global audiences and highlight Africa as a football powerhouse. said Aurore Mimosa Munyangaju, Rwanda’s Minister of Sports

About African Football League

The African Football League (AFL) is a prestigious annual continental club football competition that serves as a celebration of football excellence and camaraderie across the African continent. Founded with the vision of enhancing the quality of football in Africa and fostering financial growth for participating clubs and stakeholders. For more information, please visit www.afl.africa

About Rwanda Visit Rwanda African Football League Partnership

Rwanda’s stunning landscapes have earned it the name ‘the Land of a Thousand Hills’. Over the past two decades, the country has experienced strong economic growth supported by strong political and social progress. Rwanda is recognized for the quality of its governance, a commitment to sustainability and the important role played by women in the life of the nation.

Rwanda recognizes sports as one of the pillars of social transformation and development. The country is promoting sports in all corners of society unbiased to gender, age, or physical capacity. Rwanda’s most popular sport is football, which is played in all corners of the country. Basketball, cycling and volleyball continue to grow in popularity.

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African Football League, Rwanda Partner to Bolster African Football Growth and Tourism

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Today, the Confederation Africaine de Football (CAF) announced a partnership with the Government of Rwanda, through the Rwanda Development Board, the Ministry of Sports, and RwandAir. The partnership aims to develop African football and tourism through the new African Football League (AFL) that will feature the best football clubs in the continent on a global stage.

The African Football League will have teams from every region in Africa competing for a title every year starting this 20 October 2023 in Dar-es-Salaam, Tanzania. 

This year’s competing football clubs, selected following CAF rankings, will include Al Ahly from Egypt, Wydad AC from Morocco, Espérance Sportive de Tunis from Tunisia, TP Mazembe from DR Congo, Enyimba from Nigeria, Mamelodi Sundowns from South Africa, ATL. Petro Luanda from Angola and Simba FC from Tanzania.

As a founding partner of the league, “Visit Rwanda” branding will be visible on sleeves of player jerseys, in stadiums during games, partner workshops and events, broadcast and online media channels, websites and more.

In addition, AFL will work with the Rwandan Ministry of Sports and Football Federation (FERWAFA) on youth football development initiatives, including developing a local youth league.

Rwanda’s national carrier, RwandAir will be an airline partner of the league and will transport participating teams to countries that are among its routes.

Speaking on the partnership,Véron Mosengo-Omba, CAF Secretary General, said:

“ The partnership with “Visit Rwanda” is a great milestone. I am pleased to announce our exciting partnership with a nation that epitomises the spirit of African football’s growth and potential. Together, we will unlock new horizons for the beautiful game on our continent, showcasing its breath-taking landscapes, vibrant culture, and the passion of our fans. We can’t wait to embark on this incredible journey together with “Visit Rwanda” .”

In a similar vein, Francis Gatare, Chief Executive Officer, Rwanda Development Board noted:

“ We’re excited to announce yet another partnership for the development and promotion of sports in Rwanda. This falls in line with our objectives of contributing to developing African talent and using football for economic development in our continent. Through this partnership, we aim to showcase the new Rwanda to over 1 billion audiences that will be watching the annual league, and to ensure that our young players, coaches, sports operators and private sector are supported across the entire ecosystem .”

Furthermore, Aurore Mimosa Munyangaju, Rwanda’s Minister of Sports also said:

“Sports is a great unifier for our continent and a partnership such as this with the African Football League, is a rare opportunity for young football talents and local leagues in Africa. We look forward to having more Rwandans showcase their footballing talent on this platform that reaches millions of global audiences and highlight Africa as a football powerhouse .”

About African Football League

The African Football League (AFL) is a prestigious annual continental club football competition that serves as a celebration of football excellence and camaraderie across the African continent. Founded with the vision of enhancing the quality of football in Africa and fostering financial growth for participating clubs and stakeholders.

For more information, please visit www.afl.africa

About Rwanda

Rwanda’s stunning landscapes have earned it the name ‘the Land of a Thousand Hills’.

Over the past two decades, the country has experienced strong economic growth supported by strong political and social progress. Rwanda is recognized for the quality of its governance, a commitment to sustainability and the important role played by women in the life of the nation.

Rwanda recognizes sports as one of the pillars of social transformation and development. The country is promoting sports in all corners of society unbiased to gender, age, or physical capacity. Rwanda’s most popular sport is football, which is played in all corners of the country. Basketball, cycling and volleyball continue to grow in popularity.

For media inquiries, please contact:

• For RDB/Visit Rwanda, Communications Department, Rwanda Development Board, at [email protected]
• For African Football League, Media Department at [email protected]

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FC Bayern and Visit Rwanda Agree Partnership

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The German Football Club Bayern Munich announced a five-year tourism development and promotion partnership with Rwanda, the land of a thousand hills on Sunday 27 th August 2023. This was done during FC Bayern’s first game of the season and the club will work hand in hand with Rwanda’s Ministry of Sports to also set up a football academy with an aim of developing the football in the country.

In addition to what was agreed upon, the German club will display Visit Rwanda branding on every matchday LED boards at the club’s stadium – Allianz Arena that seats over 75,000 spectators and a number of activities shall be organized by the club to promote the tourism industry of Rwanda.

About Rwanda

Officially the Republic of Rwanda, Rwanda is a landlocked country in the Great Rift Valley of Central Africa where the African Great Lakes region and Southeast Africa connect. At a few degrees south of the equator, the country is bordered by different countries like Uganda, Tanzania, Burundi and the Democratic Republic of Congo. With a total area of 26,338 square kilometers, the country is known for its unique landscapes that earned it the name ‘’Land of thousand hills’’. It is known for its quality and organized governance and a commitment of the citizens to sustainability and development.

Rwanda encompasses a number of tourist attractions in its four national parks, cities, historical and cultural centers and many others. Among these include the endangered mountain gorillas that can be encountered in only four destinations on the whole African continent – Virunga Park of Congo, Bwindi Forest and Mgahinga gorilla Park of Uganda.

Rwanda’s mountain gorillas reside in the Volcanoes National Park of Rwanda it is the most popular destination visited by tourists going on Rwanda safaris .

Other attractions are chimps in Nyungwe forest national park, the big five on the African continent (lion, elephants, rhinos, leopards and buffalos) in Akagera national park, and also a city tour in the beautiful Kigali, the capital of the country. In this excursion, you will visit the Kigali memorial site, a place for the remembrance of the victims that lost their lives in the genocide against the Tutsi in Rwanda.

Apart from tourism, Rwanda also recognizes sports as pillar in the social transformation and development of the country. During this development, the country doesn’t differentiate in gender, age or even physical capacity. The most popular sport in Rwanda is football which is played in all country corners and others sports are; basketball, cycling, and volleyball.

About FC Bayern

Simply known as Bayern, FC Bayern is a German professional sports club based in Munich, Bavaria. The team s best known for its professional men’s football team, which plays in the Bundesliga, the top tier of the German football league system. According to history and current updates, Bayern is the most successful club in German football history, having won a record of 33 German championships where the 11 are consecutively won since 2013, 20 national cups plus a number of European honors. Internationally, FC Bayern has won the Champions League 6 times, as well as the FIFA Club World Cup and the World Cup 2 times each, among others. Founded on 27 February 1900, FC Bayern now has around 300,000 members and over 150 million followers on social networks. Also, the country has a women’s soccer team and basketball that are among the top teams both internationally and nationally. The offices of the club are located in different international cities including New York, Shanghai and Bangkok. Its headquarters are located on Sabener Strasse in Munich and its home games are played in Allianz Arena which seats 75,000 spectators.

Different reactions of people about the FC Bayern and Rwanda agree partnership.

FC Bayern Chief Executive Officer, Jan Christian Dreesen , said: ‘’I am very pleased with this collaboration agreed upon until the summer of 2028. FC Bayern can become active on the African continent and gather important experiences. This new platinum partnership is aligned with long-term goals. We will surely promote ’Visit Rwanda’ and help it grow in sports with projects for youth football. These are challenging and responsible tasks. Africa is a continent of opportunities for FC Bayern, this is the next step in internationalization.’’

FC Bayern Executive Board Member Marketing, Andreas Jung, said: ‘’I am looking forward to this new, very exciting collaboration. We will support and help the Rwandan Ministry of Sports in developing youth programs, including our FC Bayern Youth Cup. We want to spread ‘Visit Rwanda’ as a tourism destination, and we also welcome the new partner to our business network.’’

Rwanda Minister of Sports, Aorore Mimosa Munyangaju, said: ‘’We are thrilled to partner with FC Bayern to support the development of youth football for both boys and girls of Rwanda. We look forward to setting up the FC Bayern Academy where we expect the Bayern coaches to share knowledge of the game with local coaches and players. The potential is there Rwandans to excel in football and this partnership provides a great platform for Rwanda to strive for excellence in sports.’’

CEO of Rwanda Development Board, Clare Akamanzi, said: ‘’The Rwanda Development Board is pleased to welcome yet another strategic partner in FC Bayern Munich. It’s been five outstanding years since the Government of Rwanda announced the Visit Rwanda campaign and adding FC Bayern as another additional partner allows us to reach out to its millions of fans across the globe and tell them to visit Rwanda. Germany is among Rwanda’s top five tourism source markets and we aim to use this partnership to attract more tourists to Rwanda, showcase investment and business opportunities and encourage all to stay in Rwanda.”

Before this partnership, the Republic of Germany has already been in good terms with Rwanda with its other organizations like Rhineland – Palatinate has maintained its partnership for 40 years, The Goethe Institute and Friedrich Ebert Foundation have offices in Kigali, a German Desk in Kigali is intended to support investments, and many others.

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Why Arsenal have Visit Rwanda on their shirts

Why do Arsenal have Visit Rwanda on their shirts? Many have been asking on Google after spotting the phrase on the sleeve of players.

The Visit Rwanda slogan can also be seen at the Emirates Stadium on matchday, with the phrase popping up on advertising boards surrounding the pitch as well as in the backdrop of interviews.

It also adorns the club’s training gear at London Colney.

So, why do Arsenal have the phrase on their shirts? Let’s take a look…

Well, Visit Rwanda is Arsenal’s official Tourism Partner and the club’s first shirt sleeve partner in history.

That is according to the Visit Rwanda official website .

Arsenal and Visit Rwanda began their working relationship in 2018 when the Gunners signed a three-year contract worth £30m in total.

The north Londoners extended their partnership with Visit Rwanda in 2021 after that initial contract expired.

As quoted by the official website of Visit Rwanda, Vinai Venkatesham – Arsenal’s Chief Commercial Officer – 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.”

As per the terms of the agreement, Arsenal must include the slogan on the sleeves of each strip they release under Adidas while the partnership is active.

How much does Rwanda pay to Arsenal?

As aforesaid, the initial three-year deal was worth £30m in total to Arsenal.

Since the agreement was extended, Arsenal’s earnings are believed to have remained the same.

Visit Rwanda have also struck a partnership with French giants Paris Saint-Germain.

❤️🙏 #leomessi pic.twitter.com/FOtiJ0e0tJ — Neymar Jr (@neymarjr) January 4, 2023

According to the Mirror , Arsenal receive £10m-a-year from Rwanda in exchange for their exposure, with the Visit Rwanda official website stating that 35 million people see the Arsenal shirt on a daily basis.

• MORE: Everton now want to sign £13m man who Neymar tipped to become one of Europe's best

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Arsenal's Visit Rwanda sponsorship and the dark side to a hideous sportswashing agenda

Arsenal and Paris Saint-Germain both have multi-million sponsorship agreements with the Rwandan government but the actions of authoritarian president Paul Kagame and the arrest of Paul Rusesabagina have led to allegations of human rights abuses

• 08:00, 21 Feb 2022
• Updated 09:29, 21 Feb 2022

Watch any match involving Arsenal or Paris Saint-Germain and the message is impossible to miss.

Emblazoned on shirtsleeves, on training equipment and, during home matches, on the advertising boards surrounding the pitch.

This is the exposure that a £10million-per-year sponsorship agreement guarantees the Rwandan government with football’s wealthiest clubs to promote their tourist board’s message: ‘Visit Rwanda’.

Rwanda is, by any measure, one of the 20 poorest nations in the world yet its authoritarian president Paul Kagame – who has ruled since 2000 and was re-elected in 2017 with a 99 per cent share of the vote –sanctioned a huge outpouring of government funds into sponsorship agreements with billionaire-owned football clubs.

Kagame is a fervent supporter of Arsenal and gained a degree of widespread recognition after a series of angry tweets after the Gunners lost at Brentford on the opening day of the Premier League season, claiming that fans of the club “do not deserve” this and blasted the side’s “mediocrity”.

Yet behind this relatable image of fandom and exposure of Rwanda – undoubtedly a beautiful country to visit – and its tourist potential, there is a darker side to the sponsorship.

Kagame is a former guerrilla leader who has been praised for bringing stability and growth to Rwanda after its civil war and genocide in the first half of the 1990s, but now oversees a nation where – according to Human Rights Watch - public life is marked by “threats, intimidation [and] mysterious deaths.”

The British Foreign Office has urged the East African nation to investigate allegations of “deaths in custody, enforced disappearances and torture” which has been overseen by its government.

In 2020, Paul Rusesabagina – a former hotelier whose peaceful actions during Rwanda’s genocide helped keep safe over 1,000 Hutu and Tutsi refugees, inspiring the Hollywood film Hotel Rwanda – boarded a plane in Dubai, believing he was en route to Burundi.

The plane instead flew to the Rwandan capital Kigali, with Kagame’s government claiming they held “an international warrant” for his arrest on nine charges of terrorism that related to his association with the FLN (National Liberation Front) – allegations that the 67-year-old and his family have always staunchly denied.

Human rights advocates stated that they believed the charges were politically motivated due to Rusesabagina's open criticism of president Kagame with Human Rights Watch voicing their concern at Rusesabagina being “forcibly disappeared” and not facing a fair trial.

In September 2021, Rusesabagina – along with 20 others - was found guilty of terrorism-related charges and handed a 25-year prison sentence.

The Clooney Foundation for Justice described the verdict as a "show trial," citing that Rusesabagina's conviction lacked sufficient guarantees of fairness "required by international and African standards."

Rusesabagina's daughter Carine Kanimba, a US-Belgian dual citizen, has been leading her family’s effort to free her father from prison and she has called on Arsenal and PSG, who have taken funds from the Rwandan government via their Visit Rwanda sponsorship deals, to denounce the actions of the regime.

The term ‘sportswashing’ – defined as ‘where sport is used a tool to legitimise or improve the reputation of an individual, group, corporation or nation-state’ – is often associated with wealthy nations via sports sponsorship, influence, or hosting events.

The majority of Rwandans live in poverty, but there is international concern regarding authoritarian actions of its government and how in recent years, it is starting to launder its reputation through sport.

This starts with their multi-million sponsorship deals with Arsenal and PSG.

“This is exactly what Rwanda is doing,” Kanimba explained to Mirror Football. “The Visit Rwanda sponsorship is intended to hide human rights abuses and to make it look like a happy country, when it is not – its people are repressed.

“The Rwandan government is facing greater international criticism and investigations for its long-term pattern of human rights abuses and they know this is coming out all over the world.

“The way to divert attention away from that negative press is by talking about sports because they know that people like them and engage with them.

“Arsenal and PSG are risking their proud histories and reputation by associating with, and taking money from, a dictatorial regime who do not respect freedom of speech or the due process of law, and where human rights are systematically violated.”

Kanimba believes that the Rwandan government’s move into sponsorship is deflecting attention away from the concern and “pretending that everything is ok” in a move that ultimately “victimises more people.”

Since striking the initial agreement in 2018, Arsenal have visited the East African country on a number of occasions, with former defender David Luiz filming promotional content the following year.

Luiz posed for photos with the nation’s mountain gorillas before taking time to visit president Kagame with personalised Gunners shirts.

The Brazilian said: “I’m going to recommend all my friends to spend their holidays in Rwanda.”

Rusesabagina's contact with his family is conducted through monitored five-minute weekly phone calls, in which the topics of conversation are limited.

“This is the only contact we have with him and while we are very happy to briefly hear his voice, those calls are frightening,” admitted Kanimba.

“They are very scary because we can hear that he is being pressured when he starts to talk and when we start giving him information about his case - such as different parliaments discussing Magnitsky Sanctions on his behalf – they take the phone away from him, as they do not want him to have that information.

“We are grateful for those five minutes, but they are also very painful.”

Kanimba speaks candidly about her father’s torture and gut-wrenching experience behind bars, but she and her family are not about to give up hope on his future.

With international condemnation via governments and human rights organisations, she believes that her family will be reunited with their father – who has experienced adversity before.

She added: “He truly is a strong person who follows his principles so closely.

“While he was being tortured, they tried to make him sign false confessions, but he refused to do so and we know that he has the strength to hold on.

“This is also what he did during the genocide, when people were being butchered all around him and the hotel, but he protected them and kept his calm.

“We have had the European parliament, the Belgian parliament, the US Congress and the UK parliament speaking about regarding his situation and calling for his release and for his rights to be respected.

“We have hope that he will come home.

“He does not deserve this, and it is awful that he has to go through that.

“In Rwanda, nobody is allowed to speak out – you will never hear anything negative about the country because people are frightened and if they do speak out, they end up in prison or tortured. There is no democracy.

“In recent months, there have been multiple journalists who have been jailed for reporting on what the government is doing.

“My father speaking out led him to his position today and that shows that there is no democracy or freedom of speech or respect of human rights.

“It shows how important what he is doing is – so few people have that courage to speak out.”

Kanimba has called on Arsenal and PSG to use their platforms and influence to speak out against the Rwandan government, something which she believes the nation’s population live in fear of doing.

“Taking money from the Rwandan government is one thing but staying quiet about what you know to be happening is hurting the people,” she continued.

“Arsenal should stand up and call out these human rights abuses, rather than solely to celebrate Rwanda for being the beautiful country that it is.

“They should be demanding that the country improves itself and they should be putting more efforts into ensuring that the government improves.”

Carine - who was targeted with the notorious Pegasus spyware during her father’s trial - and her sister Anaise Kanimba were Rusesabagina’s nieces, but were adopted by Paul as babies when they were discovered in a refugee camp after their family had been murdered in Rwanda’s genocide.

Her family have tried to get in contact with Arsenal and various supporters groups to raise awareness for her dad’s situation and for his story to be heard, but have yet to receive a response.

When asked by Mirror Football for comment, an Arsenal spokesperson replied: “Since our partnership began in 2018, we have worked together to tell Rwanda’s story of culture, heritage and transition, as well as raising awareness of the country as a holiday destination.

“One year after the partnership began, Rwanda’s tourism revenue increased by 17 per cent and tourists from Europe increased by 22 per cent.

“This increase supports the growth of Rwanda’s economy, creating more revenue they can reinvest across all key sectors, lifting thousands out of poverty, and empowering citizens.

“This is where we will continue our focus as Rwanda continues its post-pandemic recovery.”

PSG did not respond to Mirror Football's request for comment.

Kanimba was unimpressed by the club’s stance that their partnership is focused on trying to develop and improve the country.

“That is like walking into a house that is clean and tidy, but where you know there are tortures being carried out, and responding “well, at least the house is clean and tidy”.

“They are not acknowledging the horrendous scores of human rights abuses and it is gruesome when you read the details of what happens in those torture houses in Rwanda.

“It is difficult to look away, but they are doing so because of the profits they are making from this dictator. It is all about money and they are saying that the money they are getting out of this is more important than the people being tortured by the regime.”

And what about those viral tweets from Rwandan president Paul Kagame after Arsenal’s two-goal opening day defeat at Brentford, which received tens of thousands of interactions.

Kanimba explains that not only are these a “smokescreen” to normalise the president’s reputation among a wider audience, but they have even more sinister undertones.

After Arsenal’s limp defeat at their London neighbours, part of Kagame’s thread of criticism claimed: “I am sure we all know on whose shoulders the heaviest burden rests. I hope they know too or even accept it!!!”

When reminded of those tweets, Kanimba responded: “That is supposed to make you like, to empathise with him – and certainly, to look away at the horrible things going on.

“The reality is that the West might look at that in a funny way coming from a small nation like Rwanda, but in Rwanda – if Paul Kagame says those words about you, it usually means you end up in a prison or tortured.

“He has previously insulted the Rwandan football team too, telling them that they should not play football.

“When he says that he is unhappy with people, that usually means that he will try to destroy them.

“A Western audience may have seen his tweet as a joke, but those comments make Rwandan people shake with fear.

“There are consequences to this in real life and how he speaks to a Western audience has a totally different meaning than to a Rwandan audience.”

Rusesabagina’s international fame grew following the release of Hotel Rwanda, embarking on a career as a public speaker.

Most notably, he was awarded the Presidential Medal of Freedom, the highest civilian honour in the United States, by President George W. Bush in 2005 for "remarkable courage and compassion in the face of genocidal terror."

Rusesabagina began to move into politics, in 2006 he founded The Party for Democracy in Rwanda and a decade later confirmed his intentions to run for the presidency.

His international influence and outspoken nature against the Rwandan government were the driving force behind his arrest, his family claim.

In a recent interview with The Guardian, Carine’s sister Anaise explained: “When father got a platform through the film, Kagame expected him to say just good things about Rwanda. But he wanted the truth to be known.”

Of his current situation, Anaise added: “He’s been in solitary confinement for three months and can’t sleep because of the bed bugs. We worry about his health because he suffers from hypertension.”

His family will continue the campaign on his behalf, and they have called on fans of the club’s who have embraced Visit Rwanda’s sponsorship deal to speak out and make their voice heard.

Carine insisted: “Fans of the clubs must call for a stop to their sponsorship deal with the Rwandan government and for the release of my father before he takes his last breath.

“Every fan has that power to make a difference.

“They can call on Rwanda to release my father, to stop human rights abuses and to allow freedom of speech – and only then should sponsorship deals with the country be agreed.

“We must put values and principles of humanity and dignity above everything else, and not forget that human beings are suffering.

“These clubs can pressurise the Rwandan government to call for the release of my father and others besides because we want him to return home.

“The clubs have training programmes with Rwandan footballers which is positive – but those can surely be kept running separately from a sponsorship deal with this government.”

Arsenal’s former chief commercial officer, Vinai Venkatesham, called the club’s arrangement with the Rwandan government a “very compelling fit” but multi-million sponsorship agreements with impoverished nations whose regimes stand accused of human rights abuses prompt questions.

Carine and her family will continue to fight for justice for their father and raise awareness for his situation.

MORE ON Arsenal FC Rwanda Mikel Arteta Paul Kagame Paris Saint-Germain Premier League Foreign Office National Liberation Front Human Rights Watch Prisons Terrorism Civil war Human rights Adoption Politics Billionaires

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Known as the land of a thousand hills, Rwanda’s stunning scenery and warm, friendly people offer unique experiences in one of the most remarkable countries in the world. It is blessed with extraordinary biodiversity, with incredible wildlife living throughout its volcanoes, montane rainforest and sweeping plains.

Travellers come from far and wide to catch a glimpse of the magnificent gorillas, yet there is so much more to see and experience.

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The west of Rwanda forms a branch of the Great Rift Valley known as the Albertine Rift. It has many unique, endemic species and is bursting with life.

Chimpanzees, golden monkeys and other primates live alongside hundreds of brightly-coloured birds, orchids and butterflies.

And that is only scratching the surface…

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As guardians of many iconic species, Rwanda is committed to safeguarding their existence within the four National Parks.

We are constantly working to ensure we can live in sustainable harmony with our environment, with a clean and green mindset. We banned plastic bags in 2008, and our lands are possibly the cleanest in Africa thanks to efforts throughout every community.

Ten percent of the income derived from gorilla, safari and other tourist permits, as well as park fees, is spent in partnership with local communities to change lives for the better.

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Rwanda’s dramatic vistas are endless, with a fresh perspective around every corner.

Our country is full of beauty and managing to explore it all is easy, thanks to an excellent road network linking the core areas.

Visitors can rest assured the country is safe as well as stunning – Rwanda was rankedthe9th safest country in the world by the World Economic Forum.

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Warm and friendly, Rwandans are also respectful, thoughtful and committed to the idea of progress, starting at the grass roots and running all the way to the top.

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Discover why we are the second fastest growing economy in Africa,and prepare to enjoy the opportunities accrued from the free trade agreements that we™ve signed with over 50 countries.

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Marking World Parkinson’s Day

Every year on April 11 we celebrate World Parkinson’s Day. The day serves as an opportunity to stand in solidarity with the Parkinson’s community, providing a platform for individuals to raise their voices and share their lived experiences with the condition. 

It’s a time to listen, learn and empathise with those affected by Parkinson’s, and recognise the challenges they face on a daily basis.

Since last June we have been running a walking football project in partnership with The Whittington NHS Trust specifically for people living with Parkinson’s Disease. Exercise is proven to slow the progression of Parkinson’s and we believe the best exercise is the one you enjoy the most. 

Our Parkinson’s Walking Football sessions are part of our Premier League and PFA-funded Health Programme, which offers a range of interventions and regular activities designed to help tackle local health priorities. The Parkinson’s session was made possible by initial seed funding from The Walking Football Association and ongoing funding and participant referrals from The Whittington NHS Health Trust.

Overseen by Health & Wellbeing Coordinator Rhys Ratcliffe, these sessions are held every Wednesday from 12pm to 1.30pm at The Arsenal Hub. The primary goal is to establish a secure and supportive environment where participants can enjoy physical activity comfortably. This initiative is inclusive, welcoming individuals of all ages and abilities affected by Parkinson’s, offering them the opportunity to exercise safely while fostering connections with others.

The sessions start with a 30-minute social support group, where participants can have tea and coffee and receive occasional talks from guest speakers. This is followed by one hour of walking football led by experienced Arsenal in the Community coaches. The walking football is adapted to be slightly slower and more beneficial for people with Parkinson’s Disease, including plenty of coordination drills designed to improve balance and walking patterns.

In December Emile Smith Rowe joined the group during their visit to the Sobha Realty Training Centre. During his time there Emile watched a session first-hand, and the programme received recognition on the following Sunday’s Match Of The Day, which featured a segment with Emile, Rhys, participants and organisers discussing the positive impact it has had on the lives of those involved. 

This exposure underscores the significance of initiatives like the Walking Football programme in enhancing the well-being of individuals living with Parkinson’s Disease.

Watch the video featuring Emile and our Parkinson’s Walking Football participants below.

For more information or to self-refer, contact Rhys at [email protected] or on 07548 107576

Copyright 2024 The Arsenal Football Club Limited. Permission to use quotations from this article is granted subject to appropriate credit being given to www.arsenal.com as the source.

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