Visit Rwanda and Paris Saint-Germain solidify working relationship

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PSG & Visit Rwanda
Image credit: Visit Rwanda

In an exciting development, Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership, marking three years of fruitful collaboration.

The renewed agreement will continue until 2025, with Visit Rwanda aiming to showcase the country as a premier tourism and investment destination in Africa. This extended partnership seeks to foster cultural connections, encourage creative collaborations, and promote Rwandan coffee and tea.

Rwanda has quickly become a global tourism hotspot, attracting visitors from all over the world. Its natural wonders have captivated travellers’ hearts, including the awe-inspiring mountain gorillas of Volcanoes National Park and the captivating wildlife of Akagera National Park. In fact, in 2022, the country welcomed over a million international visitors and generated nearly half a billion dollars in tourism revenues.

Rwanda and the club showcased their special partnership on April 2 at the Paris Saint-Germain-Olympique Lyonnais match, as before the game, Rwandan artists Christopher Muneza and Weya Viatora performed in the presence of several PSG legends.

Michaella Rugwizangoga, RDB’s Chief Tourism Officer, emphasised the broader significance of the partnership, stating in a press release:

“There is more to the partnership between Visit Rwanda and Paris Saint-Germain than just promoting Rwanda as a destination. It aims to create synergies in culture, fashion, the arts, and football development, which is very important to us. Paris Saint-Germain provides us with an amazing platform to present the very best of Rwanda to millions of fans around the world. We are delighted to be able to continue our partnership and to do even more things together.”

Cynthia Marcou, Sponsorship Director at Paris Saint-Germain, added via press release:

“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. Such events enhance the image of Rwanda, a forward-looking country, and raise the profile of Rwandan tourism, allowing it to position itself as a global leader.”

The collaboration between PSG and Rwanda has already yielded significant results. Notably, a PSG Academy was established in Rwanda, providing free training sessions to over 100 children.

Furthermore, Rwanda enjoys a prominent presence at the Parc des Princes on matchdays. The country’s logo can be seen on warm-up kits and other prominent locations.

For more information on what Rwanda has to offer, click here.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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