This initiative has started to leave a global footprint. One of the most concrete examples of this was observed during the match between PSG and Atletico Madrid on June 15.
The game was watched by 80,619 spectators, and both teams took to the field wearing jerseys featuring the “Visit Rwanda” logo.
According to Times Sport journalist Edmund Okai Gyimah, these two clubs currently have the best-selling jerseys in the tournament, which is being held in the United States.
PSG’s recent UEFA Champions League victory has significantly boosted their shirt sales.
As a result, even though Rwanda is not represented in the tournament by any team, the country is generating far more revenue through its sponsorship deals than many of the nations whose teams are participating.
In addition to PSG and Atletico Madrid, Premier League side Arsenal is also among the clubs partnered with the “Visit Rwanda” brand.
However, this otherwise successful initiative has also faced strong criticism. Some critics argue that Rwanda is using sports as a tool to whitewash its image—particularly following the M23 conflict.