April 24 – Paris Saint-Germain, who recently lifted their 13th Ligue 1 title and are enjoying a successful campaign in the UEFA Champions League, have extended a lucrative sponsorship agreement with Visit Rwanda and added Novotel to their commercial portfolio.
Visit Rwanda was launched in 2019 to combine tourism with grassroots sport development. Branding features around PSG’s home ground, Parc des Princes, as well as on matchday assets, club content, and fan engagement campaigns.
Jean-Guy Afrika, CEO of the Rwanda Development 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.”
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.”
In a separate development, Novotel has unveiled a new hospitality concept in the Middle East, launching the Pedro Miguel Pauleta ‘Legendary Room’ named after the PSG star who was the club’s all-time top scorer until Kylian Mbappé topped his tally.
The football-themed room features PSG memorabilia, branded décor, and elements highlighting Pauleta’s career. The room will also include a signed jersey and boots, PSG-themed bedding and carpets, interactive digital content accessible only to guests, and a curated in-room experience built around Pauleta’s legacy at PSG.
This move into hotel experiences is all part of PSG’s evolving diversification strategy.
Nadia Benmokhtar, PSG’s Director of Diversification and Merchandising, explained: “Through this collaboration, we aim to offer our fans a unique and memorable experience by allowing them to relive the key moments in the history of Paris Saint-Germain through their greatest legends.
“It is an honour to celebrate Pedro Miguel Pauleta and his legacy, through a project that transcends borders and embodies the spirit and greatness of Paris Saint-Germain.”
With the room located in the Saudi Arabian capital of Riyadh, Novotel is looking to capitalise on the growing interest in football in the area as the 2034 World Cup lands for the second time in the Middle East.
Paul Stevens, COO for Accor (Novotel’s parent company), said: “This collaboration captures the vibrant spirit of Saudi youth and their deep passion for the game. As part of Saudi Vision 2030, we are proud to offer an experience that inspires, engages, and connects global icons closer to our community.”
The final word goes to Pauleta, who said: “It is an honour to see my career celebrated in this room. Paris Saint-Germain have always held a special place in my heart, and this Legendary Room is a beautiful way to share my story.”
Contact the writer of this story, Nick Webster, at moc.l1745506636labto1745506636ofdlr1745506636owedi1745506636sni@r1745506636etsbe1745506636w.kci1745506636n1745506636
