The renewed agreement is set to deepen the relationship between Rwanda and one of Europe's leading football clubs, placing a strong emphasis on youth development, cultural exchange, and tourism promotion.
Jean-Guy Afrika, Chief Executive Officer of the Rwanda Development Board (RDB), described the extension as a strong indicator of the partnership's success and pledged to further build on it.
'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,' he said.
'Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community.'
Visit Rwanda is the tourism promotion arm of RDB. The institution has active partnerships with Arsenal and Bayern Munich, two football powerhouses in England and Germany respectively.
Since the partnership with PSG began six years ago, the Visit Rwanda brand has gained widespread exposure through PSG's global platforms.
From in-stadium branding at Parc des Princes to creative campaigns and immersive storytelling, the collaboration has introduced millions of fans to Rwanda's natural beauty, rich culture, and hospitality. The unique initiative has seen Rwandan coffee served to thousands of PSG supporters in Paris, France, blending culture with fan engagement.
A key pillar of the partnership is its focus on youth empowerment. PSG Academy Rwanda, launched under the agreement, has trained more than 400 young Rwandans in elite football, academics, and mentorship.
In 2022, the academy's U13 team won the PSG Academy World Cup, earning international acclaim and showcasing Rwanda's budding football talent.
The new phase of the partnership promises even greater visibility for Rwanda, including the placement of the Visit Rwanda logo on training kits at PSG's U.S.-based academies and on the sleeves of PSG's men's first team during the FIFA Club World Cup in 2025.
Victoriano Melero, CEO of Paris Saint-Germain, emphasised that the renewed partnership reflects a shared commitment to meaningful engagement and community impact.
'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, the PSG-Visit Rwanda partnership has stood out as an innovative model of sports diplomacyâ€"linking tourism, economic development, and social investment. With the latest renewal, Rwanda aims to further cement its reputation as a premier travel destination and a forward-looking nation leveraging sport for inclusive growth.
Wycliffe Nyamasege
Source : https://en.igihe.com/news/article/visit-rwanda-and-psg-renew-partnership-through-2028-53907
