The Visit Rwanda logo will appear on Paris Saint-Germain’s first team shirt sleeve during the 2025 FIFA Club World Cup which will take place in the United States from June 15 to July 13. The development is part of a renewed three-year partnership deal between Rwanda and PSG, announced by Rwanda Development Board (RDB) on April 14, extending a collaboration that began in 2019. ALSO READ: French football giants PSG to promote brand Rwanda The French club already wore the logo during training sessions under their earlier agreement. The new phase expands Rwanda’s visibility on one of football’s biggest stages. “Together, we help showcase the cultural richness and natural beauty of Rwanda, while demonstrating that football can inspire and bring communities around the world closer together,” said Victoriano Melero, the CEO of Paris Saint-Germain. Since the partnership’s inception, millions of fans worldwide have engaged with Rwanda through compelling storytelling, global broadcasts, and unique fan experiences. From branding at Parc des Princes to thousands of cups of Rwandan coffee served to supporters in Paris, the collaboration has offered a window into the country’s rich culture and natural beauty. ALSO READ: Rwanda’s tourism generates $647m in 2024, eyes over $700m in 2025 Also under the existing partnership, PSG Academy Rwanda has trained more than 400 young Rwandans, combining elite football coaching with education and mentorship. In 2022, the academy’s U13 team earned international acclaim by winning the PSG Academy World Cup, highlighting Rwanda’s growing talent pool. The partnership has played a key role in promoting Rwanda as a premier destination for tourism and investment, and as a hub for talent, sport, and cultural innovation, according to the RDB. As part of this continued focus, the renewed partnership will expand Rwanda’s global presence through greater visibility, including placement of the Visit Rwanda logo on Paris Saint-Germain’s U.S. and Canada-based academies’ training kits. First contested in 2000 as the FIFA Club World Championship, the FIFA Club World Cup is an international men's association football competition organised by the sport's global governing body.
