Faith Nyasuguta
Despite growing protests and diplomatic pressure from the Democratic Republic of Congo (DRC), French football powerhouse Paris Saint-Germain (PSG) has renewed its partnership with Rwanda’s state-backed “Visit Rwanda” campaign. The move, confirmed Thursday, extends the tourism branding deal through 2028 and signals Kigali’s unwavering push for global recognition through sports diplomacy.
The agreement, which began in 2019, has become one of Africa’s most prominent marketing campaigns, using elite football platforms to promote Rwanda as a destination for tourism, investment, and cultural exchange. As part of the latest deal, the “Visit Rwanda” logo will now feature more prominently, appearing on PSG’s men’s first-team jersey sleeve during the FIFA Club World Cup in 2025, and on academy training kits in the U.S. and Canada.
According to PSG’s official statement, the renewed partnership aims to “expand Rwanda’s global presence as a premier travel and cultural destination.” The club expressed its satisfaction with the results of the partnership so far and highlighted its commitment to continuing the collaboration despite mounting international scrutiny.
Jean-Guy Afrika, CEO of the Rwanda Development Board, defended the extension, calling it a cornerstone of Rwanda’s efforts to reshape its global image. “This partnership has contributed significantly to positioning Rwanda as a leading destination for tourism and investment,” Afrika said. “It has become a beacon for talent, sports, and cultural innovation.”
However, the deal comes at a time of increasing political tension. The DRC has been outspoken in its opposition to Rwanda’s international partnerships, accusing Kigali of backing the M23 rebel group, an armed militia blamed for widespread violence in eastern Congo that has displaced millions and led to severe humanitarian crises. Kigali has denied any involvement, but tensions continue to rise.
In response to the renewed PSG deal, Congolese authorities reiterated calls for international organizations and companies to sever their ties with Rwanda. Foreign Minister Therese Kayikwamba Wagner issued a strongly worded statement condemning Rwanda’s sports sponsorships, labeling them “blood-stained” and morally indefensible given the country’s alleged role in the ongoing conflict.
Wagner specifically appealed to football club owners and executives, including Arsenal’s Stan and Josh Kroenke and leaders at Bayern Munich and PSG, urging them to end their associations with Rwanda’s tourism initiative. “Thousands are currently trapped in the city of Goma with restricted access to food, water, and security,” she wrote. “Countless lives have been lost; rape, murder and theft prevail. Your sponsor is directly responsible for this misery.”
The DRC has also called for global boycotts of Rwanda’s branding deals, warning that continued partnerships only serve to whitewash Rwanda’s image amid deepening regional instability. Protests and activist campaigns across Congo have intensified, demanding action from clubs that receive funding from Rwanda.
Despite this backlash, Rwanda has doubled down on its strategy, defending the international sponsorships as part of a broader national development plan. Officials argue that the visibility gained through high-profile sports marketing boosts tourism, attracts foreign investment, and creates jobs within the country.
Kigali’s strategy has seen partnerships not only with PSG but also with Arsenal in England and Bayern Munich in Germany. All three clubs have come under fire from civil society groups and Congolese politicians in recent months, but none have announced any plans to exit the agreements.
The controversy highlights the increasing intersection of geopolitics and global sports marketing. As Rwanda continues to leverage the football world to elevate its brand, critics warn that such partnerships risk legitimizing governments accused of serious human rights abuses.
For now, PSG’s renewed deal with Rwanda stands firm, deepening a partnership that remains both strategically significant and deeply divisive-especially for neighboring countries like the DRC, where conflict continues to take a heavy toll on civilian lives.
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