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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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Rwanda Defends Arsenal Sponsorship Deal

Rwanda has defended its decision to spend "millions" on an advertising deal with UK football club Arsenal after it came in for heavy criticism. Visit Rwanda, the country's official tourism authority, will have its logo emblazoned across players' sleeves next season, in the hope it will bring more tourists to the

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