Rwanda has secured a groundbreaking sponsorship deal with Atlético de Madrid, marking the Spanish football club’s first-ever African partnership. The agreement, announced today, designates Visit Rwanda as an official sponsor of Atlético de Madrid until June 30, 2028. This collaboration aims to enhance Rwanda’s global tourism profile by leveraging the club’s extensive international reach.

Under the terms of the agreement, Visit Rwanda branding will be prominently displayed on the training and warm-up apparel of Atlético’s men’s first team starting immediately. From the upcoming season, the branding will also appear on the women’s first team’s gear. Additionally, the partnership includes visibility on the club’s digital platforms and at their stadium, the Riyadh Air Metropolitano.

This strategic alliance is part of Rwanda’s broader efforts to position itself as a leading sports tourism destination. The country has previously partnered with top European clubs, including Bayern Munich, Paris Saint-Germain, and Arsenal, to promote its tourism initiatives.

The Rwanda Development Board (RDB) views this partnership as a significant step in showcasing the nation’s rich cultural heritage and natural beauty to a global audience. By associating with a prominent football club like Atlético de Madrid, Rwanda aims to attract more international visitors and investors.

For Atlético de Madrid, this partnership offers an opportunity to expand its brand presence in Africa, tapping into a growing sports market and fostering new fan engagement. The club’s management expressed enthusiasm about the collaboration, highlighting the potential for mutual growth and cultural exchange.

As the partnership unfolds, both Rwanda and Atlético de Madrid anticipate a fruitful collaboration that will not only promote tourism but also strengthen ties between Spain and Africa through the universal appeal of football.