Despite mounting protests from the Democratic Republic of Congo (DRC), the "Visit Rwanda" campaign has secured a renewed lifeline after French football giant Paris Saint-Germain (PSG) extended its partnership with Rwanda. The move signals Kigali's unshaken commitment to sports diplomacy and PSG's willingness to stand by one of Africa's most visible tourism campaigns.

The renewed deal aims to deepen Rwanda's global visibility as a top-tier destination for tourism, culture, and investment. According to a statement published on the Paris Saint-Germain website, the club and the Rwanda Development Board have renewed their high-profile "Visit Rwanda" partnership through 2028, extending a collaboration that first began in 2019. The Visit Rwanda logo will feature more prominently, including on PSG's U.S. and Canada-based academy training kits, as well as on the sleeve of the men's first-team jersey during the FIFA Club World Cup in 2025.

Jean-Guy Afrika, CEO of the Rwanda Development Board, defended the renewal amidst rising political tensions and criticism, stating that the partnership has played a transformative role in reshaping Rwanda's global image. "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," Afrika said. He added that the extension offers a chance "to build on that success and create even more impact for Rwandans and the global Paris Saint-Germain community."

The DRC has been vocal in its opposition to the partnership, accusing Rwanda of fueling conflict in the region. Following allegations of Rwanda's involvement in the ongoing crisis in the Democratic Republic of Congo, the Congolese government called on the international community to sever business and diplomatic ties with Kigali. The DRC accuses Rwanda of supporting the M23 rebel group, which has been blamed for a wave of violence in the country's eastern provinces.

Despite repeated denials from Kigali, tensions have continued to mount, with Kinshasa urging global partners to boycott Rwanda's commercial partnerships and sponsorship deals as a form of political and economic pressure. Congo's Foreign Minister, Thérèse Kayikwamba Wagner, reiterated the country's demand for an end to Rwanda's high-profile football sponsorships, calling on clubs like Arsenal, Bayern Munich, and Paris Saint-Germain to cut ties with the "blood-stained" Visit Rwanda campaign.

The controversy surrounding the partnership has sparked debate about the ethics of sports diplomacy and the role of international corporations in supporting governments accused of human rights abuses. While Rwanda has defended its investments in global marketing as efforts to boost tourism and national development, critics argue that the country's involvement in the DRC conflict undermines its credibility as a responsible global citizen.

As the partnership between PSG and Rwanda continues, it remains to be seen how the controversy will impact the club's reputation and the broader sports industry. One thing is certain, however: the renewed deal is a significant win for Rwanda's tourism campaign, which has faced intense scrutiny in recent months.

In the end, the extension of the "Visit Rwanda" partnership serves as a testament to the power of sports diplomacy in shaping global perceptions and influencing international relations. As the world watches, it will be interesting to see how this partnership evolves and what implications it may have for the future of sports, tourism, and international cooperation.