Rwanda and Paris Saint-Germain (PSG), one of Europe’s leading football clubs, have extended their collaborative tourism and development partnership through 2028. The renewed agreement, as confirmed by the Rwanda Development Board (RDB) on Wednesday evening, reinforces the East African nation’s strategic efforts to position itself as a premier destination for investment, tourism, and creative innovation on the global stage.
The Visit Rwanda initiative, which forms the cornerstone of Rwanda’s tourism strategy, will continue to benefit from expansive international exposure through the visibility offered by PSG’s platforms and events. Established in 2019, the partnership with PSG has proved to be a dynamic vehicle for soft power, promoting Rwanda’s economic narrative and cultural identity through the universally compelling medium of sport.
According to Jean-Guy Afrika, Chief Executive Officer of the RDB, the collaboration has already contributed significantly to reshaping global perceptions of Rwanda. “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,” he stated. Afrika added that the decision to renew the partnership through 2028 represents an intentional commitment to deepening the impact and outcomes of this engagement.
Central to the agreement is the use of PSG’s global brand footprint to amplify Rwanda’s presence across diverse audiences. Through television broadcasts, social media content, and experiential fan initiatives, the partnership has already enabled millions of football fans to discover Rwanda’s scenic landscapes, ecological diversity, and burgeoning creative sector. The Visit Rwanda branding will continue to feature prominently at PSG’s iconic home stadium, Parc des Princes, as well as across key digital and physical activations associated with the club.
One of the more tangible expressions of this collaboration is the PSG Academy Rwanda, which was inaugurated as part of the initial partnership framework. More than 400 Rwandan youth have thus far benefitted from elite-level football coaching, educational enrichment, and structured mentorship through the academy. In a particularly noteworthy milestone, Rwanda’s under-13 team secured victory in the PSG Academy World Cup in 2022, a testament to the programme’s developmental effectiveness and aspirational potential.
Victoriano Melero, Chief Executive Officer of PSG, emphasised the holistic and values-driven nature of the initiative. “We are looking forward to continuing this journey with Visit Rwanda. This partnership goes far beyond visibility. It’s about values, real opportunities, and long-term impact,” Melero commented. He further noted that the project illustrates how football can serve as a catalyst for global community-building, education, and social progress. “Together, we’re demonstrating how football can inspire, empower, and connect communities around the world,” he added.
The updated agreement outlines an expanded scope of engagement, particularly aimed at capturing markets in North America and Asia. During the 2025 FIFA Club World Cup, which PSG will participate in, the Visit Rwanda logo will appear on the sleeves of the club’s men’s first-team jerseys, offering another high-profile promotional channel. In addition, training kits for PSG’s academies based in the United States will also carry the branding, extending the campaign’s visibility to new territories.
Beyond marketing and tourism, the Rwanda-PSG partnership underscores the country’s broader diplomatic strategy, which leverages sport as a form of cultural diplomacy and socio-economic development. By aligning with a globally recognised club like PSG, Rwanda not only attracts tourists but also repositions itself in the international consciousness as a forward-looking and vibrant society.
This strategic engagement complements Rwanda’s broader efforts to diversify its economic base, reduce dependency on traditional sectors, and cultivate creative industries. According to the World Travel & Tourism Council, tourism accounted for approximately 10% of Rwanda’s GDP in 2023, a figure that is expected to grow amid sustained investment in infrastructure and international promotion.
Moreover, the partnership mirrors other initiatives Rwanda has pursued to build its global brand. Collaborations with Arsenal Football Club and hosting events such as the Basketball Africa League reflect a coherent, multifaceted approach to brand Rwanda. These alliances are particularly targeted at the youth demographic, whose participation in sport and culture is viewed as essential to national development.
While some critics have questioned the return on investment for sponsorships of European football teams, Rwandan officials maintain that the long-term brand visibility and associated economic gains justify the expenditures. A 2022 audit commissioned by the RDB reported measurable increases in tourism inquiries and international coverage following key PSG campaigns featuring Rwanda.
The renewed partnership with PSG through 2028 not only continues this trajectory but also refines its objectives: reaching new audiences, elevating Rwanda’s cultural narrative, and investing in youth development pathways through football and mentorship. As global interest in African tourism and talent continues to rise, Rwanda’s bold, collaborative approach stands out as both visionary and grounded in execution.
