April 17 – Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership until 2028 despite growing concern over the actions of Paul Kagame’s regime.
On Wednesday, the French champions said they had renewed their sponsorship deal with the tourism-focused arm of the Rwanda Development Board (RDB) which has partnered with PSG since 2019.
Jean-Guy Afrika, CEO of the RDB, highlighted the partnership’s impact, stating: “This collaboration has contributed significantly to positioning Rwanda as 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.”
The terms of the deal were not disclosed but the partnership will include placing the Visit Rwanda logo on PSG’s U.S. and Canada-based academy training kits and on the sleeve of the PSG 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.”
The deal however is controversial as the regime of President Paul Kagame has been accused of using the Visit Rwanda brand to whitewash abuses at home and abroad. Rwanda is supporting the M23 rebel group who are engaged in heavy fighting in Eastern Congo against the Congolese army.
In March, retired general Frank Rusagara died in prison. Human Rights Watch wrote: “Rusagara’s death should serve as a reminder of the heavy price paid by those inside the system who dare to challenge the government’s actions.”
In the semi-finals of the Champions League, PSG will face Arsenal, a club also sponsored by Visit Rwanda. In February, The Guardian wrote that Arsenal failed to respond to Thérèse Kayikwamba Wagner, foreign minister of the Democratic Republic of the Congo (DRC) as she attempted to meet club officials to discuss the Visit Rwanda sponsorship deal and Rwanda’s support for the M23 Militia.
To contact the writer of this story, Samindra Kunti, email: moc.l1744983303labto1744983303ofdlr1744983303owedi1744983303sni@i1744983303tnuk.1744983303ardni1744983303mas1744983303