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Rwanda-Arsenal Deal: Strategic or Misappropriated Sponsorship Strategy?

By: Lisa Delpy Neirotti, Ph.D Destination marketing through sport sponsorship is not a new concept as exemplified by Mexico, Bermuda, Florida, Alberta and many other city, states, and countries. However, the Visit Rwanda sponsorship of Arsenal F.C.’s jersey sleeve for $39 million US over three years is raising eyebrows worldwide. Though the reported

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