Global Organisations in Africa: Arsenal FC & Visit Rwanda
25 July 2020
Day four of ASU's 'Global Organisations in Africa' series takes a close look at the landmark partnership between Arsenal Football Club and the Rwanda Development Board's Visit Rwanda initiative. Representatives from both organisations discuss how the deal was formed, its commercial and reputational impact, and how the partnership adapted to remain relevant through the challenges of the pandemic.
Key takeaways
- The story behind one of African sport's most high-profile sponsorship partnerships
- How Visit Rwanda used football to reposition Rwanda's image on the global stage
- The commercial structure and value exchange at the heart of the Arsenal deal
- Lessons for African governments and brands looking to use sport for economic and reputational development
