Visit Rwanda Becomes First Official Tourism African Partner of Atlético Madrid
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Atlético de Madrid announced a landmark partnership with the Rwanda Development Board (RDB), making “Visit Rwanda” the club’s Official Tourism Destination Partner. This multi-year sponsorship agreement, set to run until June 30, 2028, marks the first time the Spanish football club has partnered with an African nation. As part of the deal, Visit Rwanda also becomes Atlético’s Official Training Partner and Official Coffee Supplier, expanding Rwanda’s global presence through sport and tourism diplomacy.
Under the terms of the agreement, the Visit Rwanda logo appears on the front of Atlético’s first-team training and warm-up kits during the final matches of the 2024–25 season. Starting in the 2025–26 season, the branding will feature on the back of both men’s and women’s official match kits. The partnership also extends to digital platforms, physical signage at the Cívitas Metropolitano Stadium, and matchday activations, increasing Rwanda’s visibility to millions of fans across the world.
A unique component of the partnership is the inclusion of Rwandan coffee, which will now be served in hospitality areas at Atlético’s stadium. As the club’s Official Coffee Supplier, Rwanda is leveraging its globally respected coffee sector to reach new international markets. Additionally, the deal includes youth development and technical exchange programs, with opportunities for Rwandan players and coaches to benefit from Atlético’s elite football training methodologies.
This agreement builds on Rwanda’s growing list of high-profile sports partnerships, which already include Arsenal FC in England, Paris Saint-Germain in France, Bayern Munich in Germany, and the Basketball Africa League. These efforts are part of a broader strategy to position Rwanda as a premier destination for tourism, investment, and cultural engagement. Tourism contributes significantly to Rwanda’s GDP, and branding through global sports platforms has proven to be an effective tool in boosting both visitation and international perception.
While financial details were not officially disclosed, similar global sponsorships are estimated to be worth between €8 and €10 million annually. Atlético’s Director of Revenue and Operations, Óscar Mayo, described the partnership as a strategic step that connects the club with a dynamic and forward-looking African country. Jean-Guy Afrika, CEO of the Rwanda Development Board, stated that the partnership aligns with Rwanda’s long-term vision to grow its economy through investment in sports, tourism, and human capital.
Despite the overall positive reception, the deal has faced some criticism from observers who question the use of public funds for international sponsorships. Critics argue it may amount to “sportswashing,” while supporters cite the impressive return on investment Rwanda has seen from similar agreements such as increased tourist visits, foreign investment interest, and elevated global recognition.
Ultimately, the Visit Rwanda–Atlético de Madrid partnership represents a bold and multifaceted initiative that blends sport, culture, tourism, and commerce. For Atlético, it strengthens the club’s international brand and commercial portfolio. For Rwanda, it’s another step toward positioning the country as a serious player in global development and an emerging hub for tourism, business, and sporting excellence.