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East Africa’s Rwanda Becomes Arsenal’s Official Tourism Partner

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English Premier League soccer team Arsenal has signed a shirt-sponsorship deal with Rwanda.

The club, one of the world’s biggest, will promote tourism, investment and football in the East African nation under a three-year agreement, the Rwanda Development Board said on Wednesday.

The “Visit Rwanda” logo will feature on the left sleeve for all first team, under-23 and Arsenal Women’s matches, according to a statement from the state-run agency. Arsenal players will visit Rwanda and club coaches will host camps to support the development of the game in the country of 12 million people.

“We’re thrilled to be partnering with Arsenal and showcasing the vibrancy and beauty of our country,” Rwanda Development Board Chief Executive Officer Clare Akamanzi said. “Visit Rwanda and discover why we are the second-fastest growing economy in Africa.”

Arsenal, which didn’t announce financial details of the deal with the Rwanda Development Board, said in a statement that its shirt is viewed 35 million times a day globally. Emirates, the world’s biggest long-haul airline, pays $40 million a season to be its main shirt sponsor in a deal that expires next year, according to U.K. newspaper the Mirror.

London-based Arsenal is the sixth-largest soccer club in the world, having generated revenue of 488 million euros ($572 million) in the 2016-17 season, according to Deloitte LLP. It is listed on the NEX Exchange in London and has a market value of $2.9 billion. American billionaire Stan Kroenke, owner of the National Football League’s Los Angeles Rams, is the majority shareholder.

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