Atlético de Madrid and the Rwanda Development Board (RDB) have announced a groundbreaking partnership, making “Visit Rwanda” the first African brand to sponsor the 11-time La Liga champions. The multi-year agreement, effective until June 30, 2028, positions Rwanda as Atlético’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier, marking the Spanish club’s first-ever commercial collaboration with an African entity.
Under this deal, the Visit Rwanda brand will be prominently displayed on the men’s first team training and warm-up kits for the remaining five La Liga matches and the Club World Cup. Starting next season, branding will extend to the women’s first team training kits and the back of official match jerseys for both teams. The partnership also ensures significant visibility throughout Atlético’s Riyadh Air Metropolitano stadium, across global digital platforms, and in fan engagement programs, targeting both Spanish-speaking and international audiences.
Jean-Guy Afrika, CEO of the Rwanda Development Board, emphasized the strategic value of the partnership: “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”.
This partnership builds on Rwanda’s established sports diplomacy, following high-profile collaborations with Arsenal, Paris Saint-Germain, and Bayern Munich. By leveraging the global reach of Atlético de Madrid, Rwanda aims to boost its tourism sector, attract investors, and promote its cultural heritage on the world stage