The Rwanda Development Board (RDB) and Spanish football club Atlético Madrid have signed a three-year sponsorship agreement that will see the Visit Rwanda brand become an official club sponsor until June 2028.
This landmark deal makes Rwanda the first African country to sponsor Atlético Madrid, further cementing its strategy of using global football partnerships to promote tourism and investment.
Under the agreement, the Visit Rwanda branding will appear on Atlético Madrid’s training kits, match jerseys, and throughout the Metropolitano Stadium. The sponsorship also extends to the women’s first team, with branding set to feature on their training and warm-up kits from next season. Rwanda will also hold the title of Official Coffee Supplier and Official Sponsor in the Training and Tourist Destination category.
This partnership makes Atlético Madrid the fourth major European club to carry Rwanda’s tourism branding, following similar high-profile deals with Arsenal (England), Paris Saint-Germain (France), and Bayern Munich (Germany).
RDB CEO Jean-Guy Afrika said the partnership aligns with Rwanda’s national objectives:
“This landmark partnership with Atlético de Madrid reflects Rwanda’s strategic ambition to position itself as a premier global hub for investment, tourism, and sports development,” he said.
“The club’s values of resilience, discipline, and excellence closely align with Rwanda’s national ethos. Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors and travellers, while creating platforms to nurture young African talent.”
Atlético Madrid’s General Director of Revenue and Operations, Óscar Mayo, described the partnership as significant for the club’s international strategy.
“We are always looking for globally credible partners, and Visit Rwanda is exactly that. Rwanda is a country in constant growth, and we are confident both parties will benefit from this partnership.”
The agreement highlights Rwanda’s ongoing commitment to sports diplomacy and international branding, leveraging football’s massive global reach to enhance its visibility as a top-tier tourism and investment destination.
