RWANDA — As Arsenal and Paris Saint-Germain (PSG) prepare for a titanic UEFA Champions League showdown, an unexpected star will be at the heart of this clash: Visit Rwanda. Dubbed the “Visit Rwanda Derby” as coined by the team at Rwanda Business UK, this high-profile fixture brings together two of Europe’s biggest football clubs under the banner of one of Africa’s most visionary tourism and investment brands.

Visit Rwanda, the official tourism arm of the Rwanda Development Board, has established itself as a global leader in sports tourism marketing. With high-impact partnerships with both Arsenal and PSG, Rwanda has turned football into a dynamic platform to promote its natural beauty, cultural vibrancy, and business potential.

Arsenal Football Club became the first to carry the Visit Rwanda logo on its shirt sleeve across all teams in a groundbreaking three-year partnership. With Arsenal’s shirt viewed an estimated 35 million times daily worldwide, the campaign has been instrumental in amplifying Rwanda’s global tourism visibility. As part of the collaboration, Arsenal coaches have also worked closely with Rwandan football coaches, further deepening the impact beyond the pitch.

Meanwhile, Paris Saint-Germain renewed its trailblazing partnership with Visit Rwanda through 2028, marking a continued commitment to sports-driven cultural diplomacy. The new phase of the agreement includes expanded branding on PSG’s U.S. and Canada-based academy training kits and, notably, the men’s first team jersey during the 2025 FIFA Club World Cup.

Since 2019, PSG and Visit Rwanda have worked together to elevate Rwanda’s profile as a luxury travel and investment destination, with campaigns highlighting the country’s rich biodiversity, conservation efforts, and dynamic arts and hospitality scene.

Now, as Arsenal and PSG square off in a Champions League two-legged thriller, it’s not just football on the line — it’s a celebration of Rwanda’s bold and strategic use of sport to position itself as Africa’s most progressive and connected nation. The double exposure through both clubs gives Rwanda a unique spotlight, cementing its place not just on the global tourism map, but also as a model for how nations can creatively engage with the world through sport.

This historic encounter will be watched by millions — not only for the football, but for the success story of a small African nation whose vision has redefined how sports, culture, and economic diplomacy intersect. The Visit Rwanda is a movement, with many sporting and entertainment events choosing the nation as its host. Visit Rwanda is also a proud official Platinum partner of FC Bayern and the club’s official tourism partner for East, Central & Southern Africa until 2028. For the past five years, #VisitRwanda has also partnered with the Basketball Africa League, showcasing Rwanda as a premier sports tourism destination.

Visit Rwanda, also partnered with the European Union, as the official sponsor of the Yellow Jersey for the 16th Tour du Rwanda, a premier UCI 2.1 level cycling race in 2024, taking riders and spectators on an exhilarating journey across Rwanda’s breathtaking landscapes from all four provinces to the capital, Kigali.

For more about Rwanda’s tourism offerings, visit www.visitrwanda.com or follow @visitrwanda_now across social media platforms.