Rwanda continues to assert its presence on the global stage, grabbing the world by storm once again. In a landmark move, the Rwanda Development Board (RDB) and 11-time La Liga champions Atlético de Madrid have announced a strategic partnership under the “Visit Rwanda” brand—making it the Spanish club’s first-ever commercial alliance with an African entity.
Following high-profile collaborations with English giants Arsenal and French powerhouse Paris Saint-Germain, this latest agreement with Atlético de Madrid signals Rwanda’s bold entrance into the Spanish-speaking market, cementing its reputation as a dynamic hub for tourism, investment, and sports development.
The multi-year partnership, which runs until June 30, 2028, designates Visit Rwanda as Atlético’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier. As part of the agreement, Visit Rwanda’s branding will appear on the front of Atlético’s men’s first team training and warm-up kits for the remaining five La Liga matches and the upcoming Club World Cup.
Starting next season, the branding will also feature on the women’s first team kits and on the back of official match jerseys for both teams.
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.”
Visit Rwanda will also enjoy extensive visibility at Atlético’s Riyadh Air Metropolitano stadium, across the club’s global digital platforms, and through global fan engagement initiatives.
The agreement provides a powerful platform to spotlight Rwanda’s breathtaking landscapes, vibrant culture, and world-renowned coffee—key pillars of the nation’s tourism and economic strategy.
Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, praised the partnership:
“Visit Rwanda is of great importance as a partner in our club’s goal of international expansion. It is a country in constant growth and I am convinced that we will both benefit from this partnership.”
Beyond branding, the partnership aims to deepen Rwanda’s football ecosystem by facilitating access to Atlético’s top-tier training and development programs for young Rwandan players and coaches—bridging global expertise with local talent development.
With Atlético de Madrid now part of its growing portfolio, Rwanda’s “Visit Rwanda” brand further consolidates its reputation as a global tourism and investment magnet, showcasing the nation’s bold vision and strategic diplomacy through the universal language of football.
Rwanda is not just visiting the world—it’s becoming part of its future.
