Visit Rwanda Becomes Official Tourism Partner of Atlético de Madrid.

Roger Hampel

Photo Credit: Rwanda Development Board (RDB)

Atlético de Madrid has signed its first-ever partnership with an African brand, joining forces with the Rwanda Development Board (RDB) under the “Visit Rwanda” initiative. The multi-year agreement, which runs until June 2028, marks a significant move for both the La Liga club and the East African nation, positioning Rwanda as a growing player in international sports marketing.

First African Deal for Atlético de Madrid

The collaboration makes Visit Rwanda Atlético’s first African partner in the club’s 121-year history. As a Premium Partner, the “Visit Rwanda” branding will appear on the men’s first-team training and warm-up kits for the remainder of the current La Liga season and during the FIFA Club World Cup. Starting from next season, the logo will also feature on the women’s team kits and on the back of match jerseys.

The partnership includes substantial digital and in-stadium visibility at Riyadh Air Metropolitano, as well as global fan engagement initiatives across Atlético’s international platforms.

Strategic Value for Rwanda Visit Rwanda Atlético de Madrid

For Rwanda, the agreement represents a continued effort to leverage football as a platform for tourism, investment promotion, and national branding. The country has previously partnered with Arsenal (Premier League), Paris Saint-Germain (Ligue 1), and Bayern Munich (Bundesliga). This deal now extends Visit Rwanda’s presence into La Liga, one of the most-followed football leagues globally.

Through this partnership, Rwanda gains access to new Spanish-speaking markets and enhances its visibility in the European football ecosystem. The collaboration also includes activation rights as Official Tourism Destination Partner, Official Training Partner, and Official Coffee Supplier — enabling Rwanda to promote its coffee industry and hospitality sector to a global audience.

Long-Term Football Development

Beyond branding, the partnership will support the development of football infrastructure and talent in Rwanda, including knowledge-sharing initiatives, coaching exchanges, and youth training programs tied to Atlético de Madrid’s expertise.

Business Implications and Broader Context

For Atlético, the deal reflects the club’s broader strategy to diversify revenue streams and expand its international commercial footprint. According to General Director Óscar Mayo, the partnership aligns with the club’s global ambitions and its pursuit of credible, growth-focused partners.

The Visit Rwanda brand continues to emerge as one of the most visible government-backed tourism campaigns in football. Unlike traditional sponsors, it operates as part of a national branding strategy, blending sports, investment promotion, and international relations — a model increasingly adopted by other nations looking to boost global perception through sport.