Paris Saint-Germain and Visit Rwanda have extended their partnership through 2028, with a renewed focus on youth development, cultural promotion, and expanding Rwanda’s global visibility.
The extended collaboration will continue to spotlight Rwanda as a premier travel and cultural destination.
As part of the new phase, the Visit Rwanda logo will be featured on the training kits of Paris Saint-Germain’s U.S. and Canada-based academies and on the sleeve of the men’s first team jersey during the FIFA Club World Cup in 2025.
“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,” said Jean-Guy Afrika, CEO of the Rwanda Development Board.
“Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global Paris Saint-Germain community.”
A central pillar of the renewed partnership remains youth empowerment. PSG Academy Rwanda, launched under the initial agreement, has already provided more than 400 young Rwandans with access to elite football training, education, and mentorship.
The academy’s success was underscored in 2022 when Rwanda’s U13 team won the PSG Academy World Cup.
Since its inception in 2019, the partnership has introduced millions of fans to Rwanda through storytelling, matchday features, and branding at the Parc des Princes. Elements such as serving Rwandan coffee to fans in Paris have also connected global audiences to Rwanda’s hospitality and culture.
Victoriano Melero, CEO of Paris Saint-Germain, said: “Together, we help showcase the cultural richness and natural beauty of Rwanda, while demonstrating that football can inspire and bring communities around the world closer together.”
The partnership’s next chapter will continue to elevate Rwanda’s international profile while reinforcing its commitment to community engagement, cultural exchange, and youth opportunity.
