Atlético de Madrid Signs Strategic Sponsorship Deal with Visit Rwanda

Atlético de Madrid has entered a new multi-year sponsorship agreement with the Rwanda Development Board, positioning Visit Rwanda as an official club sponsor until June 30, 2028. This marks a significant milestone, as Visit Rwanda becomes the first African brand to sponsor the club and expand its growing presence in LaLiga.

Already a recognized name in global football through existing partnerships with Arsenal, Paris Saint-Germain, and Bayern Munich, Visit Rwanda now adds a major Spanish club to its portfolio as part of its broader strategy to boost tourism, investment, and international visibility.

Brand Visibility Across Kits, Stadium & Digital Platforms

Under the agreement, Visit Rwanda branding will be featured in several key areas:

• Front of men’s first-team training and warm-up kits for the final five LaLiga fixtures of the current season, including the Club World Cup

From next season, it will appear:

• On the back of match jerseys for both the men’s and women’s first teams
• On the training and warm-up kits of the women’s team
• Stadium exposure at the Riyadh Air Metropolitano, including LED boards and signage
• Presence across Atlético’s digital and social platforms
• Participation in fan engagement campaigns and tourism promotions

Additionally, Visit Rwanda will be officially recognized as:

• Official Sponsor – Training and Tourist Destination Category
• Official Coffee Supplier of Atlético de Madrid

A Shared Vision for Growth and Global Impact

Jean-Guy Afrika, CEO of the Rwanda Development Board, emphasized the strategic goals behind the sponsorship:

“This landmark collaboration aligns with Rwanda’s long-term goals to become a global destination for investment, sports development, and tourism. Atlético’s values—resilience, excellence, and discipline—mirror Rwanda’s national identity. We believe this partnership will not only boost Rwanda’s international profile but also create new opportunities for young African talent through sport.”

Óscar Mayo, General Director of Revenue and Operations at Atlético de Madrid, echoed the sentiment:

“Visit Rwanda is a valuable partner in our international growth efforts. As a dynamic and fast-growing country with a strong track record in sports marketing, Rwanda brings both credibility and vision. We are confident this collaboration will offer mutual value.”

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