Atlético de Madrid has officially signed a landmark sponsorship agreement with the Rwanda Development Board (RDB), making “Visit Rwanda” one of the club’s key sponsors until June 30, 2028. This collaboration marks the first time a sponsor from the African continent has partnered with the Spanish LaLiga giants, signaling a bold step for both Rwanda and the club in their global ambitions.
The agreement extends beyond traditional sponsorship, with Visit Rwanda branding set to appear on the front of the men’s first team’s training and warm-up kits during the remaining five LaLiga matches of the current season, as well as during the FIFA Club World Cup. Starting next season, the branding will also be featured on the women’s first team kits and on the back of the official match jerseys of both men’s and women’s squads.
The deal includes prominent exposure at Atlético’s home stadium, the Riyadh Air Metropolitano, and across the club’s digital platforms. In addition, Visit Rwanda will be actively involved in fan engagement campaigns and promotional activities, enhancing visibility and interaction with global supporters.
Rwanda’s ambition to use football as a platform for tourism and economic growth is further underscored by its existing partnerships with top European clubs such as Bayern Munich, Paris Saint-Germain, and Arsenal. The move to team up with Atlético de Madrid opens new doors in the Spanish football market and strengthens Rwanda’s image as a forward-looking nation.
“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,” said Jean-Guy Afrika, CEO of the Rwanda Development Board. “The Club’s values of resilience, discipline, and excellence closely align with Rwanda’s national ethos and transformation journey.”
Óscar Mayo, Atlético’s General Director of Revenue and Operations, echoed the enthusiasm, describing Visit Rwanda as a partner of “great importance” in the club’s international expansion strategy. “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,” Mayo said.
In addition to the visibility, Visit Rwanda will carry the official title of “Training and Tourist Destination Sponsor” and serve as the club’s “Official Coffee Supplier,” underlining the multifaceted nature of the agreement.
This partnership not only strengthens Rwanda’s global presence but also highlights the growing intersection between tourism, investment, and sports as tools for national branding and youth development.
