Rwanda has added a significant milestone to its global tourism agenda with the announcement of a multi-year partnership between the Rwanda Development Board (RDB) and Spanish football club Atlético de Madrid. The collaboration, which brings the “Visit Rwanda” brand into La Liga for the first time, is the club’s inaugural African partnership and serves as a testament to Rwanda’s long-term vision of positioning tourism as a central pillar of sustainable development and economic diplomacy.
Unveiled as a Premium Partner of Atlético de Madrid, Visit Rwanda is set to gain extensive exposure through various high-profile branding opportunities. These include the front of the men’s first team’s training and warm-up kits for the final five La Liga matches of the 2024/25 season, visibility during the Club World Cup, and from next season, branding on the women’s first team kits and the back of official match jerseys for both squads.
Jean-Guy Afrika, CEO of the Rwanda Development Board, emphasized the strategic ambition behind the partnership:
“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.”
This partnership comes at a time when countries are increasingly leveraging sports to bolster their international image, drive investment, and expand cultural diplomacy. For Rwanda, it is a continuation of a carefully curated strategy that has already seen fruitful collaborations with elite clubs such as Arsenal, Paris Saint-Germain, and Bayern Munich. The expansion into the Spanish-speaking world through Atlético de Madrid not only deepens Rwanda’s global tourism footprint but also opens new pathways for engagement with international football audiences.
By integrating tourism into this partnership, Rwanda is advancing the sector’s role in national development. Visit Rwanda will be featured prominently in and around the Riyadh Air Metropolitano stadium, on Atlético de Madrid’s digital platforms, and through fan engagement initiatives. These touchpoints are designed to attract tourists, investors, and football fans alike, while showcasing Rwanda’s unique offerings—from its world-renowned coffee to its natural landscapes and cultural heritage.
As Official Tourism Destination Partner and Official Coffee Supplier, the partnership presents an opportunity to showcase Rwanda’s sustainable agriculture, particularly its premium coffee, which has gained recognition on the global stage. This move reflects a broader national vision that sees tourism not only as a leisure sector but as a multidimensional platform encompassing trade, culture, investment, and innovation.
Óscar Mayo, General Director of Revenue and Operations at Atlético de Madrid, underscored the significance of the alliance:
“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.”
Importantly, the collaboration includes a component focused on technical football development. Young Rwandan players and coaches will gain access to Atlético de Madrid’s training systems and football methodologies. This transfer of knowledge not only enhances local capabilities but contributes to a pipeline of talent with potential for both domestic and international success.
Through its growing portfolio of sports partnerships, Rwanda is not only marketing itself to the world but embedding tourism within a wider development narrative. By aligning with internationally respected institutions, the country is creating meaningful connections between its tourism aspirations and its commitment to youth empowerment, brand visibility, and sustainable growth.
