Tom Subak-Sharpe, Sport Analyst at GlobalData, comments: “Compared to many other sectors such as technology and the alcoholic beverages sectors, tourist boards brands are spending relatively low amounts of money on sponsorship opportunities.” The French club has a close association with Qatar due to the club being owned by Qatar Sports Investments led by Chairman Nasser Al-Khelaifi. The current one-year renewal deal is estimated to be worth $12 million. The brand has one single deal in place with the soccer club Paris Saint-Germain FC. In 2023 the brand is estimated by GlobalData to be spending roughly $12 million on sponsorship deals.

Visit Rwanda’s biggest competitor in the tourist boards sector is Visit Qatar.

The deals with soccer clubs Arsenal FC and Paris Saint-Germain FC each worth over $8 million annually. GlobalData’s latest report, “Tourist Boards Sponsorship Landscape,” reveals that Visit Rwanda is the biggest spending brand within the sector and has three deals in place. Among the highly lucrative deals, eight non-alcoholic beverages deals are worth over $3 million annually, according to GlobalData, a leading data and analytics company. A significant number of these agreements involves some of the world’s largest soccer clubs, boasting substantial fanbases from around the globe. In a dynamic intersection of travel and sports, 96 tourist boards have active sponsorship deals in place with sports properties from a variety of different sports. GlobalData’s recent publication, titled “Tourist Boards Sponsorship Landscape,” highlights that Visit Rwanda emerges as the leading investor in the sector.

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