Atlético de Madrid and the Rwanda Development Board have signed an agreement under which Visit Rwanda will become a club sponsor until June 30, 2028. The sponsor is already closely linked to the world of football, currently partnering with several top European clubs such as Bayern Munich, Paris Saint-Germain, and Arsenal.
In its bid to strengthen its presence in European football, Visit Rwanda has chosen Atlético de Madrid to enter the Spanish La Liga, becoming the first sponsor from the African continent to join the Red and White family.
As part of the sponsorship agreement, Visit Rwanda will appear on the front of the men’s first team’s training and warm-up kits during the remaining five La Liga games and the Club World Cup. Starting next season, it will also appear on the women’s first team’s training and warm-up kits, and on the back of the official match jerseys for both teams.
The Visit Rwanda brand will also be displayed in various locations at the Riyadh Air Metropolitano Stadium, as well as on the club’s digital platforms. Additionally, Visit Rwanda will be involved in campaigns and promotions for fans.
Beyond becoming one of Atlético de Madrid’s most prominent official sponsors, Visit Rwanda will receive the designation of Official Sponsor in the Training and Tourist Destination category, while also serving as the club’s official supplier.
Jean-Guy Africa, CEO of the Rwanda Development Board, spoke positively about the agreement:
“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 Madrid’s General Director of Revenue and Operations, highlighted Visit Rwanda as a significant partner:
“Visit Rwanda is of great importance as a partner in our club’s goal of international expansion. We are always looking for globally recognized partners linked to football, and Visit Rwanda is a perfect example. It is a country in constant growth, and I am convinced that we will both benefit from this partnership.”
Atlético Madrid is currently in third place in La Liga, and is one of the most decorated clubs in Spanish football history, with 11 La Liga titles, 10 Copa del Rey titles, 1 Intercontinental Cup, 3 UEFA Europa League titles, and 2 Spanish Super Cups.
Ben KWIZERA / KIGALI TIMES