The Government of Rwanda has signed a partnership with Spanish football club Atlético de Madrid to promote the ‘Visit Rwanda’ tourism brand. The agreement, signed through the Rwanda Development Board (RDB), will run until June 2028.
Under the deal, the ‘Visit Rwanda’ logo will appear on Atlético Madrid’s training kits and pre-match warm-up shirts. The branding will debut in the final five matches of the current Spanish league season and continue at the FIFA Club World Cup in the United States this summer.
Starting next season, the logo will also feature on the men’s and women’s teams’ training and warm-up kits, as well as on the back of their match jerseys. It will appear around the club’s home stadium, the Riyadh Air Metropolitano, and across Atlético’s social media and fan engagement initiatives.
The agreement makes ‘Visit Rwanda’ a principal partner for Atlético’s training activities and a key tourism partner, including exclusive rights to promote Rwandan coffee within the club.
Atlético Madrid’s Director of Business Operations, Óscar Mayo, praised the partnership, saying Rwanda is a dynamic country and an ideal global partner for the club’s international growth ambitions.
RDB’s CEO, Jean-Guy Afrika, said the partnership aligns with Rwanda’s vision of becoming a hub for tourism, investment, and sports development, providing opportunities for young African talent through football.
This deal makes Atlético Madrid the latest major European football club to partner with ‘Visit Rwanda’, following similar agreements with Arsenal (UK), Paris Saint-Germain (France), and Bayern Munich (Germany).
