Rwanda has renewed its high-profile partnership with French football giant Paris Saint-Germain through 2028, extending a collaboration first launched in 2019 that has significantly elevated the country’s global profile in tourism, culture, and youth development, Rwanda Development Board said in a statement.
The extended agreement sees the Visit Rwanda brand retain its presence on PSG platforms, including new visibility on the club’s U.S. academy training kits and the men’s first-team jersey sleeves during the 2025 FIFA Club World Cup. It reinforces Rwanda’s broader strategy to position itself as a hub for talent, investment, and creativity on the global stage.
“This partnership has contributed significantly to positioning Rwanda as a leading destination for tourism and investment,” the Rwanda Development Board CEO, Jean-Guy Afrika said. “Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community,” he added.
Over the past five years, the collaboration has introduced Rwanda to millions of fans through stadium branding, media campaigns, and experiential initiatives, including the serving of Rwandan coffee at PSG’s Parc des Princes stadium and the storytelling around the country’s culture and natural beauty.
At the heart of the initiative is youth empowerment. More than 400 young Rwandans have passed through PSG Academy Rwanda since its inception, with the under-13 team winning the PSG Academy World Cup in 2022, an early return on the country’s long-term investment in sport-driven development.
PSG’s CEO, Victoriano Melero emphasized the broader ambition of the relationship: “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.
The partnership forms part of Rwanda’s strategy to build soft power through elite sports and culture. By tapping into PSG’s global reach, the East African nation continues to reframe its international image, not just as a tourist destination, but as a forward-looking country invested in global dialogue, talent, and innovation.
