Rwanda and Atlético de Madrid Announce Historic Tourism and Sports Partnership

Rwanda has signed a multi-year partnership with Spanish football giants Atlético de Madrid as part of its “Visit Rwanda” campaign, marking the club’s first commercial agreement with an African brand.

The deal, unveiled this week, will see the Visit Rwanda logo featured on Atlético’s training and warm-up kits, with visibility set to extend across both the men’s and women’s teams. The agreement runs until June 2028.

Jean-Guy Afrika, CEO of the Rwanda Development Board, said the partnership reflected the country’s wider ambition to position itself as a global destination for tourism, investment, and sport.

“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,” he said.

“The club’s values of resilience, discipline and excellence closely align with Rwanda’s national ethos. Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors and travellers, while also expanding opportunities for young Africans through sport.”

As part of the agreement, Visit Rwanda becomes Atlético’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier.

The branding will appear on the men’s first-team training and warm-up kits for the final five matches of the La Liga season, as well as during the FIFA Club World Cup. From next season, the women’s team kits will also carry the logo, along with the back of the official match jerseys for both squads.

Beyond shirt sponsorship, the partnership brings prominent exposure for Rwanda at Atlético’s Metropolitano stadium and across the club’s global digital platforms. It also includes joint fan engagement initiatives.

Óscar Mayo, Atlético’s General Director of Revenue and Operations, described the deal as an important step in the club’s international growth strategy.

“Visit Rwanda is a country brand with great ambition. It is in constant growth and perfectly aligns with our desire to partner with global, forward-looking organisations.”

The collaboration also includes a technical element, offering young Rwandan players and coaches access to Atlético’s coaching expertise and training programmes.

This agreement adds to Rwanda’s growing presence in European football, joining similar high-profile partnerships with Arsenal, Paris Saint-Germain, and Bayern Munich. It is the first time the country has partnered with a Spanish club.