CSC, a Belgium-based Communications Services Company dealing in advertising, recently signed a four-year renewable contract with the Rwandan government, under the Ministry of Culture and Sports to manage both, Amahoro and Petite stadiums. The New Times has discovered.
“Our main aim is to exploit maximally the stadium. Re-brand it and give it a corporate look, but also offer opportunities to local companies and associations to advertise their products,” says Dieudonne Ntasinzira, the Director General of CSC in Rwanda.
Ntasinzira noted that the company has effectual and overwhelming ambitions to convert the two stadiums to the international standards in the shortest possible time.
He further acknowledged some of the new fundamental recreational centres that will be included, which include among others: entertainment and sporting corners, a standardized parking, fitness centres, coffee shops, and top most conference facilities.
Accordingly, Ntasinzira said the most important objective for the company is mainly to sensitize Rwandans that the stadium does not belong to any individual, not even any ministry, but to all Rwandans, and they ought to utilise the chance to advertise their activities and products through CSC.
“Since Rwanda is now a member to the East African community, we’re calling upon all local companies and associations to work together, in order to compete with our member countries,” said Lee Olivier Ndayisaba, a private media consultant working with CSC/Rwanda.
The Minister of Culture and Sports Joseph Habineza told to The New Times, during a brief interview that the government, through his Ministry, advertised for the market and it’s CSC that qualified.
“The company is contracting, but the two stadiums are still monitored by the ministry. If they don’t meet to the expectations, the contract will be terminated immediately,” warned Habineza.
During the interview, the Minister also expressed his disappointment claiming that since June, when the government signed the contract with CSC, nothing practical has been put in place.
Meanwhile, it’s the first time for CSC to contract with any African country and Rwanda for this matter, though it has worked in several countries in Europe, including Belgium where it is based.
The Rwandan directors could not reveal the amount CSC was paying saying that only the CEO could answer that, something even the Minister said was confidential.