Nairobi, May 28 -- Eagle-eyed fans of European Champions League football may have noted an unusual coincidence during this season's semi-finals, pitting Paris Saint-Germain against Bayern Munich and Atletico Madrid against Arsenal.

Visit Rwanda sponsors all four clubs' sleeves, training shirts, perimeter boards, and backgrounds. The remarkable coincidence will be repeated in the finals, which have been called the Visit Rwanda Derby. Additionally, Arsenal are the Premier League winners after a 22-year journey, and will hoist the trophy while donning Visit Rwanda.

This is not a mistake; rather, it is the Rwanda Development Board's planned drive to encourage tourism and foreign direct investment through commercial diplomacy.

Commercial di...