The Rwandan Government and Spanish football club Atlético de Madrid, on Tuesday, April 30, signed a deal to promote the Visit Rwanda brand—marking the club’s first-ever commercial collaboration with an African country.
Atletico becomes the fourth European football club to partner with Rwanda, after Arsenal, PSG and Bayern Munich
The partnership aims 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.
According to Jean-Guy Afrika, CEO of Rwanda Development Board (RDB), this landmark partnership reflects Rwanda’s ambition to position itself as a global hub for investment, tourism, and talent development.
“The Club’s values of resilience, discipline, and excellence align with Rwanda’s transformation journey.”
Under the agreement, which runs until June 30, 2028, Visit Rwanda becomes a Premium Partner of Atlético de Madrid. Its branding will appear on the front of the men’s first team training and warm-up kits for the remaining La Liga matches and the Club World Cup.
Starting next season, the branding will also feature on the women’s team training kits and on the back of official match jerseys for both teams.
The partnership also includes stadium visibility at the Riyadh Air Metropolitano and engagement across Atlético’s global digital platforms and fan events. Additionally, Rwanda has been designated as the club’s Official Training Partner, Tourism Destination Partner, and Coffee Supplier.
Óscar Mayo, Atlético’s General Director of Revenue and Operations, said the deal supports the club’s international expansion goals.
“Rwanda is a country in constant growth, and I am convinced this partnership will be mutually beneficial,” he said.
The collaboration will also drive football development in Rwanda. Young players and coaches will gain access to Atlético’s training and expertise, enhancing local talent and technical capacity.
Founded in 1903, Atlético de Madrid is one of Europe’s top football clubs, with multiple La Liga, Copa del Rey, and UEFA titles. It is known for its passionate fan base and commitment to community and sporting excellence.
Prince Ruzigana / The Kaminuza Star