Visit Rwanda and Paris Saint-Germain (PSG) have renewed their transformative partnership through 2028, building on a successful collaboration launched in 2019. The extended agreement amplifies Rwanda’s global presence and reinforces its role as a hub for youth development, creativity, and economic opportunity.
Jean-Guy Afrika, CEO of the Rwanda Development Board, said: “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. Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community.”
Since the start of the partnership, millions of fans around the world have discovered Rwanda through immersive storytelling, broadcast visibility, and unique fan experiences.
From matchday features and branding at the Parc des Princes stadium to thousands of cups of Rwandan coffee served to supporters in Paris, the collaboration has connected global audiences to Rwanda’s rich culture, nature, and warmth.
Youth development has been a cornerstone of the partnership. Through PSG Academy Rwanda, more than 400 young Rwandans have gained access to elite football training, education, and mentorship. In 2022, Rwanda’s U13 academy team brought home international recognition by winning the PSG Academy World Cup, showcasing the nation’s rising talent and the power of long-term investment in young people.
As part of this continued focus, the renewed partnership will enhance Rwanda’s global presence as a premier travel and cultural destination through increased visibility, including the placement of the Visit Rwanda logo on PSG’s U.S.-based academies’ training kits and on the sleeves of the PSG men’s first-team jerseys during the FIFA Club World Cup in 2025.
Victoriano Melero, CEO at Paris Saint-Germain added: “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. Together, we’re demonstrating how football can inspire, empower, and connect communities around the world.”
Since 2019, PSG and Visit Rwanda have worked together to showcase Rwanda’s natural beauty, cultural richness, and dynamic vision for the future — while building community through sport.
Through this renewed partnership, Rwanda continues to open its doors to the world—not just as a destination to visit, but as a country to connect with. Whether through sport, culture, or shared opportunity, this next chapter invites even deeper engagement with a nation that continues to grow, inspire, and lead.
About Visit Rwanda
Visit Rwanda is the tourism-focused arm of the Rwanda Development Board, a government body responsible for fast-tracking Rwanda’s economic development by enabling private sector growth. Visit Rwanda works with local conservation, tourism, and development partners to generate tourism products that benefit inbound tourists, local communities, and wildlife ecosystems.
For more information on Visit Rwanda, visit https://www.visitrwanda.com
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