Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations and Guy Afrika, RDB CEO pose with a jersey after announcing the partnership.
Rwanda has signed a major partnership with Spanish football giants Atlético de Madrid to promote its “Visit Rwanda” campaign — a move expected to significantly enhance the country’s global image and attract more tourists and investors.
On Wednesday, the Rwanda Development Board (RDB) and 11-time La Liga champions Atlético de Madrid announced the collaboration, marking the club’s first-ever commercial agreement with an African brand. This milestone deal demonstrates Rwanda’s growing influence on the international stage and reflects its commitment to forging impactful global relationships.
Jean-Guy Afrika, CEO of the Rwanda Development Board, described the partnership as a strategic pillar in the country’s plan to drive economic growth.
“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,” Afrika said.
“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,” he added.
The Rwandan government stressed that the agreement enhances Rwanda’s international visibility and pioneers its engagement with Spanish-speaking audiences. Rwanda plans to use the partnership to promote its tourism offerings, investment potential, and cultural heritage to new global markets.
Rwanda has already built partnerships with top European clubs, including Arsenal FC (England), Bayern Munich (Germany), and Paris Saint-Germain (France). This latest agreement further cements its presence in global football.
The partnership will see the Spanish club promote Visit Rwanda till 2028.
Under the multi-year deal, which runs until 30 June 2028, Visit Rwanda will enjoy Premium Partner status. The brand will appear on the front of Atlético de Madrid’s men’s first-team training and warm-up kits during the final five La Liga matches and the upcoming Club World Cup.
From next season, the branding will also feature on the women’s first-team training and warm-up kits, as well as on the back of official match jerseys for both teams.
Atlético de Madrid will display Visit Rwanda’s branding throughout the Riyadh Air Metropolitano stadium, across its digital platforms worldwide, and through fan engagement programmes.
Through the agreement, Visit Rwanda takes on three official roles: the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier. These titles allow Rwanda to promote its high-quality coffee and demonstrate its commitment to excellence, innovation, and hospitality on the world stage.
This collaboration strengthens Rwanda’s growing influence in European football and marks its debut partnership in Spain’s La Liga.
Óscar Mayo, General Director of Revenue and Operations at Atlético de Madrid, emphasised the importance of the agreement.
“Visit Rwanda plays a key role in our club’s international expansion. We seek globally credible partners with strong links to football, and Visit Rwanda fits this profile. Rwanda is a country experiencing dynamic growth, and I believe both sides will benefit significantly from this partnership,” he said.
Beyond branding, the partnership aims to boost the development of Rwandan football. Atlético de Madrid will provide young players and coaches with access to its elite training resources and expertise, helping to build local talent and elevate national standards.
The Visit Rwanda initiative, run by the Rwanda Development Board, partners with local conservation, tourism, and development organisations to create tourism experiences that benefit international visitors, local communities, and natural ecosystems.
Founded in 1903, Club Atlético de Madrid ranks among Spain’s most successful football teams. The club has secured multiple domestic and international titles, including La Liga, the Copa del Rey, and various UEFA competitions. Atlético de Madrid plays its home matches at the Riyadh Air Metropolitano Stadium, which symbolises the club’s modern growth and ambition.
