French football club Paris Saint-Germain has announced an extension of its partnership with the Rwanda Development Board (RDB) until 2025.

The partnership will continue to showcase the Visit Rwanda tourism brand and promote Rwandan culture and products such as coffee and tea. The Visit Rwanda logo will also be present at the Parc des Princes on matchdays and on the men’s team’s training and warmup kits. PSG’s initial partnership with RDB started in 2019 and was reportedly worth €8 million (US$8.78 million) and €10 million (US$10.9 million).

The RDB aims to boost tourism revenues to US$800 million by 2025 with the help of its sports partnerships. Cynthia Marcou, PSG sponsorship director, said, “In working with Visit Rwanda, Paris Saint-Germain has taken sponsorship to the next level in terms of standards and synergy. Together we have developed extremely creative activations in which our players and ambassadors regularly take part.”