Despite mounting protests from the Democratic Republic of Congo (DRC), the “Visit Rwanda” campaign has secured a renewed lifeline after French football giant Paris Saint-Germain (PSG) extended its partnership with Rwanda.
- PSG extends partnership with Rwanda’s ‘Visit Rwanda’ campaign despite criticism and protests from DRC
- The renewed deal aims to deepen Rwanda’s global visibility as a top-tier destination for tourism, culture, and investment
- Rwanda Development Board CEO defends the renewal, stating it has reshaped Rwanda’s global image
The move to renew the “Visit Rwanda” deal comes amid widespread criticism over the branding deal, with activists accusing Rwanda of fueling conflict in DRC.
But the latest agreement signals Kigali’s unshaken commitment to sports diplomacy—and PSG’s willingness to stand by one of Africa’s most visible tourism campaigns.
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According to a statement published on the Paris Saint-Germain website, the club and the Rwanda Development Board have renewed their high-profile “Visit Rwanda” partnership through 2028, extending a collaboration that first began in 2019.
The renewed deal aims to deepen 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.
Jean-Guy Afrika, CEO of the Rwanda Development Board, defended the renewal amidst rising political tensions and criticism, 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.”
DRC’s move to halt partnership
Following allegations of Rwanda’s involvement in the ongoing crisis in the Democratic Republic of Congo (DRC)—a conflict that has resulted in the deaths of thousands and the displacement of millions—the Congolese government called on the international community to sever business and diplomatic ties with Kigali.
The DRC accuses Rwanda of supporting the M23 rebel group, which has been blamed for a wave of violence in the country’s eastern provinces.
Despite repeated denials from Kigali, tensions have continued to mount, with Kinshasa urging global partners to boycott Rwanda’s commercial partnerships and sponsorship deals as a form of political and economic pressure.
This latest call for action comes amid growing scrutiny of Rwanda’s global branding campaigns, particularly its high-profile “Visit Rwanda” partnerships with elite sports clubs such as Arsenal, Bayern Munich, and Paris Saint-Germain (PSG).
In a statement earlier this year, Congolese officials appealed to global institutions and corporations to reconsider their affiliations with Rwanda, citing what they describe as “a pattern of destabilization” that has left countless civilians in dire humanitarian conditions.
Congo’s Foreign Minister, Thérèse Kayikwamba Wagner, reiterated the country’s demand for an end to Rwanda’s high-profile football sponsorships, calling on clubs like Arsenal, Bayern Munich, and Paris Saint-Germain to cut ties with the “blood-stained” Visit Rwanda campaign.
In a strongly worded statement, Wagner accused Rwanda of supporting rebel groups behind widespread atrocities in eastern DRC, including acts of violence, rape, and murder.
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She specifically urged Arsenal owners Stan and Josh Kroenke, along with the leadership of Bayern Munich and PSG, to end their partnerships with Rwanda’s state-backed tourism initiative, citing ethical concerns over the ongoing conflict.
Kayikwamba Wagner said in her letter to the Kroenkes: “Thousands are currently trapped in the city of Goma with restricted access to food, water, and security. Countless lives have been lost; rape, murder and theft prevail. Your sponsor is directly responsible for this misery.”
Despite the criticism, Rwandan authorities have remained firm, defending their investments in global marketing as efforts to boost tourism and national development.
