President Paul Kagame attended the UEFA Super Cup in Salzburg, Austria, on Wednesday night, where Paris Saint-Germain beat Aston Villa 2-1 to win the European season-opening title.
The match featured two clubs linked to Rwanda through the Visit Rwanda tourism promotion campaign.
The Office of the President, Village Urugwiro, confirmed Kagame’s attendance in a post on X, saying he watched the game between PSG, the UEFA Champions League winners, and Aston Villa, the UEFA Europa League winners and Rwanda’s newest football partner.
Rwanda, through the Rwanda Development Board, signed a partnership with Aston Villa on July 14 to promote the country’s tourism brand. Visit Rwanda branding is set to appear on the front of shirts worn by the club’s men’s, women’s and youth teams, as well as in other prominent areas.
The agreement added Aston Villa to Rwanda’s football marketing partnerships, which include PSG.
Rwanda’s partnership with PSG dates back to 2019 and was renewed in 2025 for a further three years. Under the deal, PSG promotes Visit Rwanda at its Parc des Princes stadium and displays the tourism brand on its training kits.
The government has increasingly used partnerships with major football clubs to promote Rwanda as a tourism destination to international audiences.
Tourism revenue rose to $685 million in 2025 from $647 million in 2024, according to figures provided by the government. The country recorded 1.49 million visitors last year, a 9% increase from 2024.
