Visit Rwanda
Turning football sponsorships into a global tourism story.
What they wanted
Visit Rwanda's sports sponsorships with Arsenal, PSG and other top-tier clubs were producing logos on shirts but limited cultural lift. The goal was to turn those partnerships into a content engine with global reach.
What we did
10Ten linked Rwanda's tourism story with the excitement of matchday and the prestige of world football. Behind-the-scenes access with players, cultural showcases during team visits and high-impact edits tuned per platform: Premier League fans in London, Ligue 1 fans in Paris.
Step by step.
Sponsorship to story
Reframed Arsenal, PSG and other partnerships from logo placement into ongoing content arcs about Rwanda itself.
Matchday capture system
Repeatable capture rig around team visits and matchday access. Same shoot, multiple platform cuts.
Audience-specific edits
Different cuts for Premier League and Ligue 1 audiences. Same source footage, native to each feed.
Always-on cultural beat
Layered tourism, culture and food content between sport moments so the channel kept compounding between fixtures.
In context.
From 38K to 540K avg views.
Selected drops
Results.
Annabel
Mallorca's most-talked-about restaurant. Fully booked on day one.