Paris Saint-Germain (PSG), the reigning Ligue 1 champions, has renewed its sponsorship deal with Visit Rwanda, extending the partnership through 2028.
The announcement made in a statement published on the Paris Saint-Germain website, comes despite mounting protests from the Democratic Republic of Congo (DRC) and international activists who accused Rwanda of allegedly fueling conflict in eastern DRC.
According to the statement issued by PSG, the renewed deal is aimed at deepening Rwanda’s global visibility as a top-tier destination for tourism, culture, and investment.
“As part of this continued focus, the renewed partnership will expand Rwanda’s global presence as a premier travel and cultural destination,” the club said, noting that the Visit Rwanda logo will feature more prominently—including on PSG’s U.S. and Canada-based academy training kits, as well as on the sleeve of the men’s first-team jersey during the FIFA Club World Cup in 2025.
In his reaction, Jean-Guy Afrika, CEO of the Rwanda Development Board, defended the renewal, stating that the partnership has played a transformative role in reshaping Rwanda’s global image
“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,” Afrika said.
He added that the extension offers a chance “to build on that success and create even more impact for Rwandans and the global Paris Saint-Germain community.”
The Visit Rwanda campaign was launched to promote Rwanda as a premier tourism destination.
PSG’s partnership, which began in 2019, features the Visit Rwanda logo on training kits, pre-game warm-up gear, and women’s team shirt sleeves.
The agreement also included promotional campaigns showcasing Rwandan tea and coffee at Parc des Princes, PSG’s home stadium.
However, the deal has drawn criticism from the DRC government and some human rights groups who have argued it glosses over Rwanda’s alleged support for the M23 rebel group in eastern DRC.
It would be recalled that the DRC has been vocal in its opposition to Visit Rwanda sponsorships, targeting not only PSG but also Arsenal and Bayern Munich, both of which have similar deals.
In February 2025, DRC Foreign Minister Thérèse Kayikwamba Wagner wrote to PSG president Nasser Al-Khelaifi, calling the partnership “blood-stained” and urging its termination.
She cited United Nations reports alleging that 3,000 to 4,000 Rwandan troops are active in DRC, supporting M23 rebels responsible for massacres, looting, and displacing over 500,000 people.
Also, protests erupted outside Parc des Princes during PSG’s Ligue 1 match against Angers on April 5, 2025, with demonstrators demanding the club sever ties with Visit Rwanda.
French lawmakers from La France Insoumise also joined the fray, with figures like Clémence Guetté and Thomas Portes publicly condemning PSG’s decision.
However, Rwanda has consistently denied allegations of supporting M23, claiming its military presence in the DRC is a defensive measure against ethnic Hutu militias threatening its borders.
The government of Rwanda argued that Visit Rwanda is a legitimate tourism campaign, not a political tool.
