In a significant move that strengthens East Africa’s presence in global sports marketing, Rwanda has secured a major sponsorship deal with one of Spain’s most prestigious football clubs, Atlético de Madrid.
This partnership marks a historic milestone as Visit Rwanda becomes the first sponsor from the African continent to join the Spanish club’s commercial family.
The Rwanda Development Board announced the four-year agreement, which will run until June 30, 2028, establishing Visit Rwanda as an official sponsor of the Madrid-based club in the Training and Tourist Destination category.
The deal also designates Rwanda as the club’s Official Coffee Supplier, showcasing one of the country’s premier export products on a global stage.
Visibility on European Football’s Biggest Platforms
Under the terms of the agreement, the Visit Rwanda brand will enjoy substantial visibility across Atlético Madrid’s platforms. The brand will appear on the front of the men’s first team’s training and warm-up kits for the remainder of the current season, including the prestigious Club World Cup. Starting next season, Visit Rwanda’s branding will extend to the women’s team’s training gear and will feature on the back of official match jerseys for both teams.
Fans attending matches at the Riyadh Air Metropolitano stadium will also see the Visit Rwanda brand prominently displayed throughout the venue, while digital campaigns will target the club’s global fanbase.
Strategic Expansion in European Football
This partnership represents Rwanda’s continued strategic investment in European football marketing. Visit Rwanda already maintains successful partnerships with other elite European clubs, including Bayern Munich, Paris Saint-Germain, and Arsenal.
The addition of Atlético Madrid extends Rwanda’s football marketing presence into the Spanish LaLiga, one of the world’s most-watched football competitions.
Jean-Guy Afrika, CEO of the Rwanda Development Board, emphasized the strategic importance of the partnership: “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.”
Regional Tourism Implications
For Ugandan travelers and tourism stakeholders, this high-profile partnership highlights the growing importance of sports marketing in driving regional tourism development.
Rwanda’s aggressive marketing strategy through football has significantly raised its profile among European travelers, offering potential lessons for Uganda’s tourism promotion efforts.
The partnership may also create opportunities for regional tourism packages that combine experiences in multiple East African countries, allowing Uganda to potentially benefit from increased visitor interest in the region.
Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, praised the partnership, noting Visit Rwanda’s “great importance as a partner in our club’s goal of international expansion.” He added, “It is a country in constant growth and I am convinced that we will both benefit from this partnership.”
For East African football fans, the deal represents another step in bringing global attention to the region’s tourism potential and investment opportunities through the universal language of sport.