The Rwanda Development Board (RDB) and 11-time La Liga champions Atlético de Madrid have announced a momentous partnership under the “Visit Rwanda” brand.
The collaboration signifies a major milestone, as Atlético de Madrid enters its first-ever commercial partnership with an African brand.
Speaking after signing the partnerships, 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.”
The partnership strengthens Rwanda’s global presence and also pioneers its engagement with international Spanish-speaking audiences, promoting its dynamic tourism, investment potential, and rich cultural heritage.
As a Premium Partner, Visit Rwanda will gain significant recognition through this multi-year agreement, which runs until June 30, 2028.
The partnership features Visit Rwanda branding on the front of Atlético de Madrid’s men’s first team training and warm-up kits for the remaining five LaLiga matches, as well as during the Club World Cup.
Starting next season, the branding will also appear on the women’s first team training and warm-up kits and on the back of the official match jerseys for both teams.
Visit Rwanda will enjoy prominent visibility throughout the Riyadh Air Metropolitano stadium, across Atlético de Madrid’s global digital platforms, and through global fan engagement programmes.
As part of this historic collaboration, Visit Rwanda is proud to be designated as the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier.
The designation offers a valuable opportunity to showcase Rwanda’s world-renowned coffee, reflecting the country’s spirit of excellence, innovation, and hospitality on a global stage.
The collaboration further consolidates Rwanda’s growing presence in European football, building on its existing partnerships with leading clubs such as Arsenal, Paris Saint-Germain, and Bayern Munich, and marking the brand’s first-ever partnership in Spain’s La Liga.
Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, highlighted Visit Rwanda’s “great importance as a partner in our club’s goal of international expansion. 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.”
Additionally, the partnership will drive technical advancements in Rwandan football by granting young players and coaches access to Atlético de Madrid’s world-class training and knowledge, thereby strengthening local capabilities and opening pathways for emerging talent.
