Rwanda has secured the renewal of its partnership with Paris Saint-Germain (PSG), the prestigious French football club, through 2028, continuing to spotlight the country’s tourism initiative, “Visit Rwanda.” The Rwanda Development Board (RDB) confirmed the extension of this agreement on Wednesday, emphasizing its significance in raising Rwanda’s profile globally.
The renewed deal aims to further enhance Rwanda’s international presence, reinforcing its standing as a growing hub for youth development, innovation, and economic opportunities. The RDB highlighted the importance of the partnership in advancing Rwanda as a key destination for tourism and investment, while also promoting the country’s role in global sports and cultural exchange.
Jean-Guy Afrika, CEO of the Rwanda Development Board, expressed the success of the partnership, saying, “This collaboration has been pivotal in establishing Rwanda as a leading tourism and investment destination. The extension of this partnership through 2028 provides us with the opportunity to further deepen its impact, benefiting both the Rwandan people and the expansive PSG fanbase.”
Since the partnership’s inception in 2019, the collaboration has reached millions worldwide, leveraging PSG’s global fanbase to showcase Rwanda’s natural beauty and cultural vibrancy. The agreement has featured widespread media coverage, including prominent branding at PSG’s Parc des Princes stadium and the distribution of Rwandan coffee to fans in Paris.
A cornerstone of the partnership has been the development of Rwanda’s youth through the PSG Academy. Over 400 young Rwandans have participated in world-class football training, educational programs, and mentorship, with the Rwanda under-13 team making history by winning the PSG Academy World Cup in 2022.
The extended agreement will continue to boost Rwanda’s visibility on the international stage. The “Visit Rwanda” logo will appear on PSG’s training kits in the U.S. academies and the men’s first-team jerseys during the 2025 FIFA Club World Cup, amplifying the country’s exposure through PSG’s wide-reaching global platform.
Victoriano Melero, PSG’s CEO, spoke to the enduring value of the collaboration, noting, “This partnership is about much more than visibility. It’s about fostering shared values and creating lasting opportunities. Together, we are demonstrating the power of football to unite, inspire, and drive long-term impact.”
Through this partnership, Rwanda has successfully used sport as a vehicle to promote its tourism, enrich its cultural identity, and encourage international investment. Visit Rwanda, the tourism arm of the Rwanda Development Board, plays a central role in the country’s broader economic transformation agenda, driving private-sector growth and positioning Rwanda as an influential player on the world stage.
Paris Saint-Germain, founded in 1970, remains one of Europe’s most prominent and successful football clubs, and its ongoing collaboration with Rwanda exemplifies the transformative role of sports in global diplomacy and socio-economic development.