Visit Rwanda Partners with Atlético de Madrid in Landmark Deal

Edition : Reda El ghazal

Rwanda has secured a high-profile three-year sponsorship agreement with Spanish football giants Atlético de Madrid, positioning the “Visit Rwanda” brand across the club’s training kits, matchday jerseys, and Metropolitano Stadium. The partnership, extending until 2028, also designates Rwanda as the team’s Official Coffee Supplier and a key tourism partner, amplifying the country’s visibility in one of the world’s most-watched football leagues. This move builds on Rwanda’s existing collaborations with elite clubs like Arsenal, Bayern Munich, and Paris Saint-Germain.

The deal enhances Rwanda’s global appeal by aligning with Atlético’s values of resilience and excellence—qualities that mirror the nation’s transformative journey. Beyond branding, the partnership aims to unlock new opportunities in tourism, investment, and youth development, leveraging LaLiga’s massive international audience. Atlético’s leadership highlighted Rwanda’s growth trajectory and shared ambition for global engagement as key drivers behind the collaboration.

By joining forces with Atlético, Rwanda continues its strategic push to position itself as a premier destination for travel, business, and sports. The sponsorship not only boosts the country’s profile but also fosters cultural and economic ties, reinforcing Rwanda’s reputation as a dynamic player on the world stage.