In a historic turn of events, Rwanda has through its tourism board ‘VISIT RWANDA’ signed a significant partnership deal with Spanish football club Atletico De Madrid.
The new partnership comes after Rwanda in previous years signed similar deals with football giants including Arsenal, PSG, and Bayern Munich.
A technical development component for young Rwandan players and coaches is included in the new deal.
Signed to last for a period of three years, the sponsorship agreement makes Atlético Madrid the fourth major European club to feature Rwanda’s tourism branding, following similar deals with Arsenal, Paris Saint-Germain (PSG), and Bayern Munich.
The “Visit Rwanda” logo will appear on the kits of both Atlético Madrid’s men’s and women’s teams beginning next season as part of the deal.
The move is part of Rwanda’s strategic push to market itself as a premier global tourism and investment destination through high-profile sports marketing.
Jean-Guy Afrika, CEO of the Rwanda Development Board, said:
“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, emphasized:
“Visit Rwanda’s great importance as a partner in our club’s goal of international expansion. We are always looking for partners with global solvency, linked to football and Visit Rwanda is an example of this. It is a country in constant growth and I am convinced that we will both benefit from this partnership.”
