Rwanda signed a multi-year tourism and investment promotion deal with Atlético de Madrid, becoming the Spanish football club’s first-ever African partner and expanding its aggressive sports marketing push aimed at global audiences.
The Rwanda Development Board (RDB) inked the agreement under its “Visit Rwanda” brand, marking a milestone in its international outreach strategy. The deal, which runs through June 30, 2028, will see the Visit Rwanda logo featured prominently on Atlético’s men’s and women’s training and warm-up kits, as well as on matchday jerseys, starting next season.
The agreement adds Atlético—11-time La Liga champions and one of Europe’s most storied clubs to Rwanda’s growing portfolio of elite football sponsorships, which already includes Arsenal FC, Paris Saint-Germain, and Bayern Munich. However, this is the first time Rwanda has partnered with a Spanish club, signaling a strategic expansion into the Spanish-speaking market and La Liga’s global fan base.
“This landmark partnership with Atlético de Madrid reflects Rwanda’s ambition to be a premier global hub for investment, tourism, and sports development,” RDB CEO, Jean-Guy Afrika said in a statement. “The Club’s values of resilience and excellence mirror Rwanda’s transformation journey,” He added
Under the deal, Rwanda becomes Atlético’s Official Training Partner, Tourism Destination Partner, and Official Coffee Supplier, a nod to its globally acclaimed specialty coffee sector. In addition to branding visibility, Rwanda will benefit from fan engagement programs and marketing integration across Atlético’s digital channels and at its Riyadh Air Metropolitano stadium in Madrid.
The partnership also aims to bolster Rwanda’s domestic football ecosystem. Young Rwandan players and coaches will gain access to Atlético’s elite training methodologies, a move officials say will enhance local talent development and technical capabilities.
Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, described Rwanda as “a country in constant growth” and praised the partnership as part of the club’s strategy for international expansion.
The deal comes amid Rwanda’s broader efforts to position itself as a high-end tourism destination and innovation hub in Africa. The government allocated over $60 million in recent years toward marketing partnerships with global brands and events, betting on tourism, sports, and investment as key levers of post-pandemic economic recovery.
According to the RDB, tourism revenue rebounded sharply in 2023, with visitor numbers nearing pre-pandemic levels. Officials hope this latest partnership will further accelerate growth in high-value segments such as eco-tourism, sports tourism, and investment promotion.
