Rwanda has hailed a major milestone in its global sports marketing efforts after three clubs partnered under its “Visit Rwanda” campaign secured places in the semi-finals of the UEFA Champions League.

President Paul Kagame welcomed the achievement, saying, “Proud to see three #VisitRwanda partners qualifying for the UEFA Champions League semi-finals.”

He added that the performances of Atlético Madrid, Arsenal FC and Paris Saint-Germain have shown “consistency, excellence and resolve,” and expressed confidence as the tournament progresses, noting, “We look forward to the games ahead.”

The development places Rwanda’s “Visit Rwanda” brand at the center of the tournament’s final stages, offering heightened international visibility as millions of viewers tune in worldwide.

The government has increasingly leveraged high-profile football sponsorships as part of a broader strategy to position the country as a premium tourism destination and investment hub.

Branding linked to the initiative appears on club kits and across major European stadiums, ensuring repeated global exposure.

Analysts view the simultaneous success of all three partner clubs as a significant return on Rwanda’s sports diplomacy strategy, particularly given the scale and audience of the Champions League.

With the semi-finals approaching, Rwanda is set to benefit from sustained global attention, reinforcing its ambitions to expand tourism and strengthen its international profile.