Under the “Visit Rwanda” brand, the Rwanda Development Board (RDB) has established a ground-breaking collaboration with Atletico de Madrid, the 11-time La Liga winners.
Rwanda is now positioned as a major participant in international tourism, investment, and sports development thanks to this historic relationship, which is Atletico Madrid’s first-ever business alliance with an African company.
By expanding on previous partnerships with Arsenal, Paris Saint-Germain, and Bayern Munich and making its debut in Spain’s La Liga, this relationship strengthens Rwanda’s expanding presence in European football.
The CEO of the Rwanda Development Board, Jean-Guy Afrika, commented on the development, emphasizing that Rwanda’s strategic goal to establish itself as a leading international center for investment, tourism, and sports development is reflected in this historic cooperation with Atletico de Madrid.
“The Club’s principles of perseverance, self-control, and excellence are highly compatible with Rwanda’s national culture and development process. Through this partnership, we hope to present Rwanda as a desirable location for investors, a distinctive travel experience for tourists from around the world, and a venue for developing young Africans’ sporting potential and opening up new prospects,” he said.
With the multi-year deal in effect until June 30, 2028, Visit Rwanda is designated as a Premium Partner and will be prominently branded on the men’s first team training and warm-up uniforms for the final five La Liga games as well as the Club World Cup.
Beginning the next season, the branding will be included on the back of both teams’ official match jerseys as well as on the training and warm-up kits for the women’s first team.
Additionally, the Visit Rwanda emblem will be shown on the Riyadh Air Metropolitano stadium, on the global digital platforms of Atletico Madrid, and through global fan engagement campaigns.
Visit Rwanda will showcase Rwanda’s famous coffee as the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier, exemplifying the country’s dedication to quality, creativity, and hospitality.
Atletico de Madrid’s general director of revenue and operations, Óscar Mayo, hailed the collaboration as a significant milestone in the club’s quest for global growth.
“We are constantly searching for partners who have worldwide solvency and are associated with football; Visit Rwanda is one such example. It is a nation that is always developing, and I have no doubt that this collaboration will be advantageous to both of us,” he said.
In addition to improving branding, the collaboration is anticipated to boost Rwandan football by giving coaches and young players access to Atletico Madrid’s top-notch training facilities, encouraging the growth of local talent, and opening up new doors.
