JJean-Guy Afrika, Rwanda Development Board CEO, and Nicola Ibbetson, PSG Global Partnerships Director

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 Paris Saint-Germain 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 Parc des Princes 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.

At the heart of the partnership is a shared commitment to youth. PSG Academy Rwanda has provided over 400 young Rwandans with elite football training, education, and mentorship. In 2022, Rwanda’s U13 academy team brought home international recognition by winning the Paris Saint-Germain 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 expand Rwanda’s global presence as a premier travel and cultural destination through greater visibility, including placement of the Visit Rwanda logo on Paris Saint-Germain’s U.S. and Canada -based academies training kits and on the sleeve of the Paris Saint-Germain men’s first team jersey at the FIFA Club World Cup in 2025.

Victoriano Melero, CEO of Paris Saint-Germain, said : “We are looking forward to continuing this journey with Visit Rwanda. 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.”

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. This next chapter will continue to celebrate Rwanda as a unique and welcoming destination, where tourism and local engagement go hand in hand.