Visit Rwanda and French football club Paris Saint-Germain (PSG) have renewed their partnership through 2028, extending a collaboration that began in 2019 and has significantly boosted Rwanda’s global visibility.
The renewed agreement, announced on Wednesday, April 16, aims to further promote Rwanda as a destination for tourism, investment, youth development, creativity, and economic opportunity.
Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board (RDB), described the extension as a testament to the partnership’s success and expressed commitment to deepening its impact.
“This partnership has played a crucial role in positioning Rwanda as a premier destination for tourism and investment, and as a hub for talent, sports, and cultural innovation,” he said.
“Renewing through 2028 enables us to build on that success and deliver even greater impact for Rwandans and the global PSG community.”
Visit Rwanda, the tourism promotion arm of the Rwanda Development Board, works with local conservation, tourism, and development partners to create tourism products that benefit international visitors, local communities, and wildlife ecosystems.
Victoriano Melero, CEO of Paris Saint-Germain, expressed enthusiasm for the continued partnership.
“This collaboration goes far beyond visibility — it’s about shared values, real opportunities, and long-term impact. Together, we’re showing how football can inspire, empower, and connect communities worldwide,” Melero said in a statement released on Wednesday.
Since 2019, PSG and Visit Rwanda have partnered to highlight Rwanda’s natural beauty, cultural richness, and forward-looking vision — while fostering community through sport.
Through PSG Academy Rwanda, over 400 young Rwandans have accessed elite football training, education, and mentorship. In 2022, Rwanda’s U13 academy team earned international recognition by winning the PSG Academy World Cup, demonstrating the country’s emerging talent and the value of long-term investment in youth.
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From in-stadium branding at Parc des Princes to creative campaigns and immersive storytelling, the partnership has introduced millions of fans to Rwanda’s vibrant culture, stunning landscapes, and renowned hospitality.
According to a press release, the renewed partnership will continue to elevate Rwanda’s global profile as a top travel and cultural destination.
This includes increased visibility through the placement of the Visit Rwanda logo on PSG’s U.S.-based academy training kits and on the sleeves of the PSG men’s first-team jerseys during the 2025 FIFA Club World Cup.
Founded in 1970, Paris Saint-Germain is France’s leading football club and a dominant force in European football.
In addition to PSG, Visit Rwanda also partners with English football club Arsenal and German club Bayern Munich.
The success of these partnerships is evident — Rwanda’s tourism sector generated $647 million in revenue in 2024.