Rwanda has entered a multimillion-dollar tourism partnership with Spanish football giants Atlético Madrid, becoming the first African nation to sponsor the LaLiga club.
The move is part of Rwanda’s broader strategy to deepen its global brand visibility and position itself as a key player in international tourism and investment promotion.
Signed through the Rwanda Development Board (RDB), the three-year agreement will see the iconic ‘Visit Rwanda’ logo featured prominently on Atlético Madrid’s training and warm-up kits for both men’s and women’s teams for the rest of the current LaLiga season.
The branding will also be showcased during the prestigious Club World Cup tournament.
Beginning next season, the ‘Visit Rwanda’ logo will be placed on the back of all official matchday jerseys, significantly expanding the country’s visibility in global football marketing.
The partnership further ensures that Rwanda will enjoy prime brand exposure at Atlético Madrid’s Cívitas Metropolitano Stadium and across the club’s digital platforms an opportunity that positions the East African nation as an attractive destination for tourism and investment among global football audiences.
Jean Guy Afrika, CEO of Rwanda Development Board, emphasized the broader national vision driving the deal.
“This landmark partnership reflects Rwanda’s strategic ambition to position itself as a premier hub for global investment, tourism, and sports development.”
He added, “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 travelers, and a platform for nurturing talent and expanding opportunities for young Africans through sport.”
Óscar Mayo, Atlético Madrid’s General Director of Revenue and Operations, described Rwanda as “a partner of great importance,” noting that the partnership fits within the club’s global growth strategy.
“Having Visit Rwanda on board is key to our goal of global growth and connectivity with fans across continents,” he said.
Beyond branding, the deal also names Visit Rwanda as Atlético Madrid’s official sponsor in the training and tourism destination category, and the official coffee supplier to the club highlighting Rwanda’s intent to market its high-quality products to international markets.
Rwanda’s latest move builds on a proven track record in sports diplomacy. The country has previously forged partnerships with European football powerhouses such as Arsenal FC, Paris Saint-Germain, and Bayern Munich, integrating its brand into top-tier football competitions.
In 2024, Rwanda made headlines by submitting a bid to host a Formula One Grand Prix, becoming only the second African nation after South Africa to do so.
Officials see such bold moves as key to marketing the country as a premier global destination for tourism, investment, and sports innovation
