Rwanda’s “Visit Rwanda” logo will be featured on Paris Saint-Germain’s sleeve during the 2025 FIFA Club World Cup in the United States, as part of a renewed three-year partnership between the country and the French football club.
The deal, announced by Rwanda Development Board (RDB) on April 14, extends a marketing agreement that began in 2019. While PSG previously displayed the logo only during training sessions, the new terms will place Rwanda’s tourism branding on the team’s match jerseys during the month-long tournament from June 15-July 13.
The partnership has already generated global exposure for Rwanda through stadium branding, broadcast visibility, and fan engagement activities at PSG’s Parc des Princes home ground. Over 400 young Rwandan footballers have trained at the PSG Academy Rwanda since its launch, with the U13 team winning the 2022 PSG Academy World Cup.
PSG CEO Victoriano Melero stated the collaboration helps showcase Rwanda’s culture and natural attractions while using football to connect global communities. The renewed deal will also place Visit Rwanda branding on PSG academy training kits in the U.S. and Canada.
The announcement comes as PSG prepares for a Champions League semifinal against Arsenal later this month – a matchup guaranteeing at least one “Visit Rwanda” partner club (Arsenal also has a Rwanda sponsorship) will reach the June 1 final in Munich.
The expanded jersey visibility continues Rwanda’s sports marketing strategy, which has included sponsorships with several European football clubs to boost tourism awareness. The 32-team Club World Cup will mark the first time the tournament has been held in the United States.
