Rwanda and French football team PSG extend their collaboration

The collaboration intends to keep promoting Rwanda as a travel, investment, and youth development destination.

On Wednesday, April 16, the French football team Paris Saint-Germain (PSG) and the Rwandan government extended their relationship, which started in 2019, for an additional five years.

The collaboration intends to keep promoting Rwanda as a travel, investment, and youth development destination.

The relationship has contributed to Rwanda’s positioning as a center for talent, sports, and cultural innovation, according to the Rwanda Development Board (RDB), which oversees the Visit Rwanda brand.

In a statement released Wednesday, RDB chief executive Jean-Guy Afrika was cited as stating, “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.”

“We can build on that success and have even greater impact for Rwandans and the global PSG community by renewing [the partnership] through 2028.”

Since 2019, the collaboration has encompassed fan experiences, broadcast visibility, and matchday branding at PSG’s Parc des Princes stadium. In an effort to promote Rwandan culture, supporters in Paris have also been handed Rwandan coffee.

The PSG Academy Rwanda, located in Huye, has provided football instruction and mentoring to over 400 young Rwandans. The PSG Academy World Cup was won by Rwanda’s U13 academy team in 2022.

The Visit Rwanda emblem will be featured on the training uniforms of PSG’s U.S.-based academies and on the sleeves of PSG’s men’s first-team jerseys during the 2025 FIFA Club World Cup as part of the extended partnership.

According to PSG CEO Victoriano Melero, the collaboration extends beyond visibility.

According to the announcement, Melero said, “We are looking forward to continuing this journey with Visit Rwanda.”

“This collaboration is about values, genuine prospects, and long-term effect; it goes far beyond visibility. We’re working together to show how football can uplift, empower, and unite communities globally,” Melero stated.

Established in 1970, PSF is the leading football team in France and a significant player in Europe. With the support of Qatar Sports Investments since 2011, it has grown into a number of sports and amassed a global following of more than 500 million people.

Additionally, Visit Rwanda collaborates with German football team Bayern Munich and English football team Arsenal.

According to RBD, the collaboration with the European behemoths has helped Rwanda’s tourism industry flourish, bringing in $647 million in 2024. In 2025, the industry is expected to produce $700 million.