The Rwanda Development Board (RDB) has announced the renewal of its partnership with French football giant Paris Saint-Germain (PSG) through to 2028. The partnership, originally signed in 2019, has helped Rwanda increase its visibility across the globe, especially in tourism, youth development, and culture.
Speaking on the deal, Jean-Guy Afrika, Chief Executive Officer of RDB, said the collaboration has put Rwanda on the world map as a prime spot for tourism and investment. According to him, the deal has also helped to highlight Rwanda’s creative potential and talent in sports and innovation. “Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community,” he stated.
Since the start of the partnership, millions of people have been introduced to Rwanda through football matches, TV broadcasts, and creative fan activities. Branding opportunities at PSG’s Parc des Princes stadium in Paris and promotions like serving Rwandan coffee to supporters have helped connect people to Rwanda’s rich culture and warm hospitality.
A major focus of the partnership has been youth development. Through the PSG Academy Rwanda, over 400 young Rwandans have received top-level football training, education, and mentorship. In 2022, the U13 team from the academy won the PSG Academy World Cup, showing the world the promise of Rwandan youth in sports.
As part of the new agreement, the Visit Rwanda logo will continue to appear on PSG kits, including the men’s first-team jerseys during the 2025 FIFA Club World Cup and on training kits for PSG’s academies in the United States.
Victoriano Melero, CEO of Paris Saint-Germain, praised the renewed partnership, saying, “This partnership goes far beyond visibility. It’s about values, real opportunities, and long-term impact. Together, we’re showing how football can inspire and connect people around the world.”
PSG and Visit Rwanda have worked together since 2019 to promote Rwanda’s beauty, culture, and development goals. The partnership continues to present Rwanda not only as a destination to visit but as a country open to global connection and investment.
