RDB, Spanish Atlético de Madrid announce partnership under the “Visit Rwanda” brand

The Rwanda Development Board (RDB) and 11-time Spanish La Liga champions Atlético de Madrid have announced a landmark partnership under the “Visit Rwanda” brand, which will run until June 30, 2028. This collaboration, announced on Wednesday, April 30, marks a significant milestone as Atlético de Madrid enters its first-ever commercial partnership with an African brand. In addition to Atlético de Madrid, Visit Rwanda also partners with English football club Arsenal, French club Paris Saint-Germain (PSG), and German club Bayern Munich. The success of these partnerships is evident — Rwanda’s t

The Rwanda Development Board (RDB) and 11-time Spanish La Liga champions Atlético de Madrid have announced a landmark partnership under the “Visit Rwanda” brand, which will run until June 30, 2028. This collaboration, announced on Wednesday, April 30, marks a significant milestone as Atlético de Madrid enters its first-ever commercial partnership with an African brand. In addition to Atlético de Madrid, Visit Rwanda also partners with English football club Arsenal, French club Paris Saint-Germain (PSG), and German club Bayern Munich. The success of these partnerships is evident — Rwanda’s tourism sector generated $647 million in revenue in 2024. Jean-Guy Afrika, CEO of the Rwanda Development Board, said 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.” Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, highlighted the importance of Visit Rwanda as a partner in the club’s international expansion efforts. “We are always looking for globally recognized partners connected to football, and Visit Rwanda is a perfect example. It is a country experiencing continuous growth, and I am convinced that both parties will benefit from this partnership,” he said. ALSO READ: Ici c’est #Paris, Ici c’est le #Rwanda! Visit Rwanda, PSG renew partnership through 2028 As a Premium Partner, Visit Rwanda will gain significant visibility through this multi-year agreement. The partnership includes Visit Rwanda branding on the front of Atlético de Madrid’s men’s first team training and warm-up kits for the remaining five La Liga matches, as well as during the Club World Cup. Starting next season, the branding will also appear on the women’s first team training and warm-up kits and on the back of the official match jerseys for both teams. Visit Rwanda will also enjoy prominent visibility throughout the Riyadh Air Metropolitano stadium, across Atlético de Madrid’s global digital platforms, and through international fan engagement initiatives. According to a statement from RDB, the partnership not only strengthens Rwanda’s global presence but also pioneers its engagement with Spanish-speaking audiences, promoting its dynamic tourism sector, investment potential, and rich cultural heritage. As part of this historic collaboration, Visit Rwanda is proud to be designated as the club’s Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier. This designation offers a valuable opportunity to showcase Rwanda’s world-renowned coffee, reflecting the country’s spirit of excellence, innovation, and hospitality on a global stage. This partnership further strengthens Rwanda’s growing presence in European football, building on existing collaborations with top clubs such as Arsenal, Paris Saint-Germain, and Bayern Munich, and marking Visit Rwanda’s first-ever partnership in Spain’s La Liga. Additionally, the partnership will support technical development in Rwandan football by giving young players and coaches access to Atlético de Madrid’s world-class training and expertise, thereby enhancing local capabilities and opening new pathways for emerging talent.