This historic collaboration marks Atlético de Madrid’s first-ever commercial partnership with an African brand, positioning Rwanda as a key player in global tourism, investment, and sports development.

This partnership amplifies Rwanda’s growing footprint in European football, building on existing collaborations with Arsenal, Paris Saint-Germain, and Bayern Munich, and marking its debut in Spain’s La Liga.

Commenting on the development, Jean-Guy Afrika, CEO of the Rwanda Development Board, highlighted that 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. Through this collaboration, we aim 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,” he stated.

Effective until June 30, 2028, the multi-year agreement designates Visit Rwanda as a Premium Partner, with prominent branding on the men’s first team training and warm-up kits for the remaining five LaLiga matches and during the Club World Cup.

Starting next season, the branding will extend to the women’s first team training and warm-up kits and appear on the back of the official match jerseys for both teams.

The Visit Rwanda logo will also be showcased across the Riyadh Air Metropolitano stadium, Atlético de Madrid’s global digital platforms, and through fan engagement initiatives worldwide.

As the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier, Visit Rwanda will highlight Rwanda’s renowned coffee, embodying the nation’s commitment to excellence, innovation, and hospitality.

Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, welcomed the partnership as a major step toward the club’s goal of international expansion.

“We are always looking for partners with global solvency, linked to football and Visit Rwanda is an example of this. It is a country in constant growth and I am convinced that we will both benefit from this partnership,” he stated.

Beyond branding, the partnership is expected to advance Rwandan football by providing young players and coaches access to Atlético de Madrid’s world-class training programs, fostering local talent development and creating new opportunities.

Rwanda has entered partnership with Atlético Madrid in first-ever African brand deal

Starting next season, the branding will extend to the women’s first team training and warm-up kits and appear on the back of the official match jerseys for both teams.

This partnership amplifies Rwanda’s growing footprint in European football.

The multi-year agreement designates Visit Rwanda as a Premium Partner, with prominent branding on the men’s first team training and warm-up kits for the remaining five LaLiga matches and during the Club World Cup.