Paris Saint-Germain and Visit Rwanda Extend Strategic Tourism and Youth Development Partnership Through 2028.
- Roger Hampel
- 2 hours ago
- 2 min read
Roger Hampel
Photo Credit: Paris Saint-Germain
Paris Saint-Germain (PSG) and Visit Rwanda have announced the renewal of their long-term strategic partnership, extending the collaboration through 2028. Originally launched in 2019, the deal combines tourism marketing with grassroots sport development and represents one of the most globally visible football-tourism agreements in the modern sponsorship landscape.
The renewed agreement underscores Rwanda’s ongoing strategy to use sports partnerships as soft power tools for international visibility, cultural diplomacy, and investment positioning.
A Tourism Marketing Model with Sports Integration
The Visit Rwanda branding will continue to feature prominently at Parc des Princes, as well as on matchday assets, club content, and fan engagement campaigns. New in this renewal cycle is the expansion of branding across PSG’s U.S. and Canada-based academy training kits and the first team’s kit sleeve during the FIFA Club World Cup 2025 — part of a broader effort to target North American audiences as part of Rwanda’s long-term tourism diversification strategy.
According to the Rwanda Development Board, the partnership has already delivered significant results in terms of global awareness and engagement. Jean-Guy Afrika, CEO of the board, stated:
“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.”
From Shirt Sponsorship to Local Impact Paris Saint-Germain Visit Rwanda
While the campaign's global footprint includes branding, media, and storytelling, a notable element of the partnership has been the PSG Academy Rwanda initiative. Since its launch, the program has provided over 400 young Rwandans with access to elite football training, mentoring, and education. The partnership earned international recognition when Rwanda’s U13 academy team won the PSG Academy World Cup in 2022.
The initiative blends football development with social and educational value, showcasing how commercial partnerships can deliver community impact alongside global exposure.
A Hybrid of Commercial Sponsorship and Nation Branding
This partnership sits at the intersection of sponsorship marketing and national image building. Rwanda has become a case study in sports diplomacy, not only with PSG but also through partnerships with Arsenal FC and Bayern Munich.
The PSG partnership adds a layer of prestige and scale, given the club’s media reach and presence in key global markets. With PSG’s fanbase stretching across Europe, Asia, and the Americas, Rwanda gains targeted exposure in travel-relevant demographics, including affluent international football consumers.
What’s Next in the Partnership
The new phase of the partnership will continue to emphasize Rwanda’s identity as a youthful, dynamic, and culturally rich travel destination. Victoriano Melero, PSG CEO, commented:
“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.”
Additional activations, merchandise tie-ins, and travel content campaigns are expected over the coming years, supporting both Visit Rwanda’s Vision 2050 tourism strategy and PSG’s ongoing focus on global fan engagement and sustainable sponsorship models.