Rwanda teams up with Atlético Madrid to boost tourism
This partnership is historic as it marks Atlético Madrid’s first-ever commercial collaboration with an African brand.
Rwanda.- The Rwanda Development Board (RDB) has entered into a multi-year partnership with Spanish football club Atlético Madrid to promote its tourism brand, “Visit Rwanda.”
Under the agreement, which runs until June 30, 2028, the “Visit Rwanda” logo will appear on the men’s first team’s training and warm-up kits for the remainder of the current La Liga season, including the Club World Cup. From next season, the branding will also feature on the women’s first team’s training kits and on the back of official match jerseys for both teams.
Visit Rwanda has also been designated Atlético Madrid’s official training partner, tourism destination partner and coffee supplier. Through the last designation, Rwanda’s premium coffee will gain increased global exposure.
The deal will also see Visit Rwanda receive extensive exposure at the Metropolitano Stadium in Madrid, across Atlético Madrid’s international digital channels, and through worldwide fan engagement initiatives.
This partnership is historic as it marks Atlético Madrid’s first-ever commercial collaboration with an African brand.
Created in 1903, Club Atlético de Madrid is one of the most popular and successful clubs in Spain, with 11 La Liga championship titles to its name. The team has also won other national and international tournaments like the Copa del Ray and UEFA Europa League.
Óscar Mayo, Atlético de Madrid’s general director of revenue and operations, said: “We are always looking for partners with global solvency linked to football, and Visit Rwanda is an example of this. It is a country in constant growth and I am convinced that we will both benefit from this partnership.”
With the new partnership, Rwanda has further grown its presence in European football. It builds on its existing ties with elite clubs like Arsenal, Paris Sant-Germain and Bayern Munich. The deal serves as a key move in Rwanda’s bid to increase global recognition and attract tourists via sports marketing.
The collaboration will also support Rwanda’s football development by connecting young players and coaches with Atlético Madrid’s world-class expertise and training programs.
Jean-Guy Afrika, CEO of the Rwanda Development Board, said: “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.
“The Club’s values of resilience, discipline and excellence closely align with Rwanda’s national ethos and transformation journey. Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors, a unique experience for global travellers, and a platform for nurturing talent and expanding opportunities for young Africans through sport.”
