KIGALI, April 17 (Xinhua) -- Rwanda and Paris Saint-Germain (PSG), a France-based football club, have renewed their partnership through 2028 to promote the Visit Rwanda tourism brand, the Rwanda Development Board (RDB) said.

The extended agreement will amplify Rwanda's global presence while reinforcing its image as a hub for youth development, creativity, and economic opportunity, according to the RDB statement issued Wednesday evening.

"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," the statement quoted Jean-Guy Afrika, chief executive officer of the RDB, as saying.

"Renewing through 2028 allows us to build on that success and create even more impact for Rwandans and the global PSG community," he said.

Since its inception, the partnership has helped millions of fans across the globe discover Rwanda through immersive storytelling, extensive broadcast visibility, and exclusive fan engagement initiatives, the statement said.

From branding at the PSG's home stadium, Parc des Princes, to thousands of cups of Rwandan coffee served to fans in Paris, the collaboration has helped share Rwanda's rich culture, natural beauty, and hospitality with a global audience, it added.

Through PSG Academy Rwanda, more than 400 young Rwandans have benefitted from world-class football training, education, and mentorship, the statement said. Rwanda's U13 team made headlines in 2022 by winning the PSG Academy World Cup.

The renewed partnership will further elevate Rwanda's international visibility, including the placement of the Visit Rwanda logo on PSG's U.S.-based academies' training kits and on the sleeves of PSG men's first-team jerseys during the 2025 FIFA Club World Cup, the statement said.

"We are looking forward to continuing this journey with Visit Rwanda," said Victoriano Melero, chief executive officer of the PSG. "This partnership goes far beyond visibility. It's about values, real opportunities, and long-term impact."

"Together, we're demonstrating how football can inspire, empower, and connect communities around the world," he said.

Since 2019, the PSG and Visit Rwanda have collaborated to highlight Rwanda's scenic landscapes, cultural richness, and forward-looking vision, while fostering community through sport, the statement said.

Visit Rwanda is the tourism arm of the RDB, which spearheads Rwanda's economic transformation by enabling private sector-led growth.

Paris Saint-Germain, one of Europe's premier football clubs, was founded in 1970. ■