Sponsorship: Rwanda, Maldives, Malta... when tourism agencies associate with football entities

Since the beginning of the 2019-20 season, tourism agencies affiliated with their country's official tourism departments have increased their assocation with football clubs and leagues. The latest contract is the agreement between the Rwanda Development Board, the Rwandan agency for international investments, and Paris Saint-Germain (Ligue 1 Conforama) on 04/12/2019.

As part of this agreement, the "Visit Rwanda" tourism brand will appear on the club's training attire, which will promote the African country of through operations such as youth training (academy) and highlighting the brands of Rwandan companies. Rwanda Development Board had already joined the sponsorship of European football via a major agreement with Arsenal FC (Premier League) by appearing on the club's shirt sleeve for the 2018-2021 cycle. The annual amount of these two agreements together would be close to €20m. PSG is also linked with the Qatar Tourism Authority (QTA).

Other clubs also have agreements with state-directed tourism agencies, such as Visit Maldives with RC Celta de Vigo (LaLiga Santander, shirt…