Atletico Madrid Lands First African Sponsorship With Visit Rwanda

Atlético de Madrid has signed a long-term sponsorship deal with the Rwanda Development Board, making Visit Rwanda an official partner until 2028.

This marks the club’s first African sponsorship, positioning Rwanda on the global sports stage.

Commenting on the partnship, Jean-Guy Afrika, chief executive officer of the Rwanda Development Board, said: “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.” Afrika said.

“Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors, a unique experience for global travellers, and a platform for nurturing talent and expanding opportunities for young Africans through sport.” he said.

Óscar Mayo, general director of revenue and operations at Atlético de Madrid, added: “It is a country in constant growth, and I am convinced that we will both benefit from this partnership.”

Visit Rwanda branding will appear on the men’s first team training and warm-up kits for the rest of the LaLiga season.

From next season, the branding will expand to the women’s team training kits and official match jerseys.

The brand will be visible inside Riyadh Air Metropolitano Stadium and across Atlético’s digital platforms, boosting awareness worldwide.

Visit Rwanda also becomes Atlético’s official sponsor for training and tourism, and its official coffee supplier.

This aligns sport, tourism and international promotion under one initiative.

This deal highlights Atlético de Madrid’s commitment to global expansion while showcasing Rwanda’s growing influence in elite football sponsorship.

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