The Visit Rwanda brand initiative partners in Europe have all secured their places in the 2025–26 UEFA Champions League semi-finals.
The partnering clubs, UEFA Champions League defending champions French club Paris Saint-Germain, English Premier League leaders Arsenal FC, and the 2018 International Federation of Football History & Statistics (IFFHS) team of the year Spanish La Liga side Atlético de Madrid reached the last four.
Arsenal booked their spot in the last four for the second consecutive season after eliminating Sporting CP. A goalless draw at the Emirates Stadium proved enough for the Premier League leaders, who had already secured a 1-0 advantage in the first leg in Portugal.
Paris Saint-Germain also progressed after overcoming Liverpool FC across two legs on a 4-0 goal aggregate, while Atlético de Madrid completed the trio by knocking out local rivals three times FIFA World Club Cup champions FC Barcelona.
Bayern Munich, a former Visit Rwanda partner won the final semi-final spot after defeated Europe’s most decorated club Spanish giants Real Madrid in a thrilling 4-3 second-leg encounter to advance 6-4 on aggregate.
The achievement highlights Rwanda’s growing global visibility through elite European football, with three Visit Rwanda partner clubs reaching the penultimate stage of the continent’s most prestigious club competition.
Bayern Munich, continues to collaborate with Rwanda through football development initiatives, including youth training, coaching exchange programmes, and grassroots projects.
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.
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.
Rwanda’s presence will remain visible on one of football’s biggest stages as the race for the Champions League title intensifies.
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.
Rwanda President Paul Kagame welcomed the milestone, praising the teams for their performances.
“Proud to see three Visit Rwanda partners qualifying for the UEFA Champions League semi-finals! The performances of Atlético de Madrid, Arsenal and PSG have shown consistency, excellence and resolve, and we look forward to the games ahead!” Kagame wrote on X on Wednesday night.
The Rwandese 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.
