In a move that blends sport, strategy, and storytelling, Atlético de Madrid has welcomed Visit Rwanda as an official sponsor, marking a major moment in European football and for the African continent.
The partnership, which runs until June 30, 2028, signals more than just a logo on a shirt. It’s a long-term collaboration that positions Rwanda not only as a rising global destination but also as a powerful voice in the world of international sport. Already affiliated with top-tier clubs like Bayern Munich, PSG and Arsenal, Visit Rwanda is now making its mark in La Liga – becoming the first African sponsor to partner with Atlético.
As part of the agreement, you’ll see Visit Rwanda on the front of Atlético’s men’s first-team training and warm-up kits for the rest of the La Liga season and the FIFA Club World Cup. From next season, the partnership extends to the women’s team kits and includes branding on the back of official match shirts, digital platforms, and across the Riyadh Air Metropolitano stadium. It’s a visible reminder that Rwanda isn’t just watching the global game, it’s becoming part of the story.
This partnership reflects Rwanda’s ambition to become a global hub for tourism, investment, and sports,” said Jean-Guy Afrika, CEO of the Rwanda Development Board. “Atlético’s values of resilience, excellence, and discipline mirror our national spirit. Through this collaboration, we’re creating space for African talent, showing the world who we are – and who we’re becoming.
Visit Rwanda is now also Atlético’s official training and tourist destination sponsor and the club’s official coffee supplier, an unexpected but culturally rich pairing, tying in Rwanda’s internationally respected coffee industry and its legacy of excellence.
Photo by Atlético De Madrid
Óscar Mayo, Atlético’s General Director of Revenue and Operations, reinforced the significance:
We’re proud to partner with Visit Rwanda. Their growth, vision, and connection to football align with our global goals. Together, we’re building something that spans borders.
For Rwanda, this isn’t just about tourism. It’s about shifting narratives. It’s about showing that African nations are not only ready to join global tables, they’re ready to lead, inspire, and reimagine them. And for Atlético de Madrid? It’s a step toward a more inclusive, culturally aware future in football, one where partnerships are rooted in purpose, not just promotion.
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