The Rwandan government and French football club Paris Saint-Germain (PSG), on Wednesday, April 16, renewed their partnership for five years, extending a collaboration that began in 2019. The partnership aims to continue promoting Rwanda as a destination for tourism, investment, and youth development. ALSO READ: French football giants PSG to promote brand Rwanda According to the Rwanda Development Board (RDB), which manages the Visit Rwanda brand, the partnership has helped position Rwanda as a hub for talent, sports, and cultural innovation. “This partnership has contributed significantly to positioning Rwanda as a leading destination for tourism and investment and a beacon for talent, sports, and cultural innovation, RDB chief executive Jean-Guy Afrika was quoted as saying in a statement on Wednesday. Renewing [the partnership] through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community.” ALSO READ: Rwanda’s tourism generates $647m in 2024, eyes over $700m in 2025 Since 2019, the partnership has included matchday branding at PSG’s Parc des Princes stadium, broadcast visibility, and fan experiences. Rwandan coffee has also been served to supporters in Paris as part of cultural promotion efforts. More than 400 young Rwandans have received football training and mentorship through the Huye-based PSG Academy Rwanda. In 2022, Rwanda’s U13 academy team won the PSG Academy World Cup. ALSO READ: Young Rwandan heroes return home after PSG football glory As part of the renewed agreement, the Visit Rwanda logo will appear on PSG’s U.S.-based academies’ training kits and on the sleeves of PSG’s men’s first-team jerseys during the FIFA Club World Cup in 2025. Victoriano Melero, PSG chief executive, said the partnership goes beyond visibility. ALSO READ: Rwanda crowned PSG Club World Cup champions “We are looking forward to continuing this journey with Visit Rwanda, Melero was quoted as saying in the statement. This partnership goes far beyond visibility, it’s about values, real opportunities, and long-term impact. Together, we’re demonstrating how football can inspire, empower, and connect communities around the world,” Melero said. Founded in 1970, PSF is France’s top football club and a major force in Europe. Backed by Qatar Sports Investments since 2011, it has expanded into multiple sports and built a global fan base of over 500 million people. Visit Rwanda also partners with English football club Arsenal and German club Bayern Munich. The partnership with the European giants has contributed to the growth of Rwanda's tourism sector, which generated $647 million in 2024, according to RBD. The sector is projected to generate $700 million in 2025.
