Rwanda Makes History as First African Sponsor of Atlético Madrid
KIGALI, RWANDA – In a groundbreaking move for African sports diplomacy, the
#Rwanda Development Board (RDB) has signed a landmark three-year
#sponsorship deal with Spanish football powerhouse
#AtléticoMadrid, making
#VisitRwanda the first African brand to partner with the La Liga giants. Announced on April 30, 2025, the agreement, running until June 30, 2028, positions Rwanda as a key player in global
#football marketing.
Under the deal, the
#VisitRwanda logo will feature prominently on Atlético Madrid’s men’s and women’s team
#training kits, warm-up gear, and match jerseys starting next season. The brand will also appear across the
#RiyadhAirMetropolitano Stadium and the club’s digital platforms, amplifying Rwanda’s visibility to millions of football fans worldwide. Additionally, Rwanda becomes the club’s official
#coffee supplier, showcasing its renowned coffee industry, and serves as the official
#tourism and training partner.
“This historic
#partnership reflects Rwanda’s ambition to position itself as a premier global hub for
#investment,
#tourism, and
#sports development,” said Jean-Guy Afrika, CEO of the RDB. “Atlético Madrid’s values of resilience, discipline, and excellence align with Rwanda’s transformation journey.”
The collaboration extends beyond branding, offering technical
#development programs for young Rwandan players and coaches, granting access to Atlético’s world-class training expertise. This initiative aims to nurture local
#talent and strengthen Rwanda’s domestic football ecosystem.
Óscar Mayo, Atlético Madrid’s General Director of Revenue and Operations, emphasized the deal’s significance: “#VisitRwanda is a key partner in our club’s goal of international
#expansion. We are thrilled to welcome the first African sponsor to the Red & White family.”
This move adds to Rwanda’s growing portfolio of elite football partnerships, including deals with
#Arsenal,
#ParisSaintGermain, and
#BayernMunich. However, the sponsorship has sparked some controversy, with critics citing Rwanda’s role in regional conflicts and domestic governance concerns. Despite this, the Rwandan
#football fraternity has welcomed the deal as a game-changer for national visibility.
The partnership marks a bold step in Rwanda’s strategy to leverage
#sportsdiplomacy, promoting its
#heritage,
#wildlife, and economic opportunities to a global audience, particularly in the Spanish-speaking world. As Atlético Madrid, an 11-time La Liga champion, prepares to showcase
#VisitRwanda, the collaboration signals Africa’s rising influence in the world’s most popular sport.
#Rwanda #AtléticoMadrid #VisitRwanda #LaLiga #FootballSponsorship
Rwanda Makes History as First African Sponsor of Atlético Madrid
KIGALI, RWANDA – In a groundbreaking move for African sports diplomacy, the #Rwanda Development Board (RDB) has signed a landmark three-year #sponsorship deal with Spanish football powerhouse #AtléticoMadrid, making #VisitRwanda the first African brand to partner with the La Liga giants. Announced on April 30, 2025, the agreement, running until June 30, 2028, positions Rwanda as a key player in global #football marketing.
Under the deal, the #VisitRwanda logo will feature prominently on Atlético Madrid’s men’s and women’s team #training kits, warm-up gear, and match jerseys starting next season. The brand will also appear across the #RiyadhAirMetropolitano Stadium and the club’s digital platforms, amplifying Rwanda’s visibility to millions of football fans worldwide. Additionally, Rwanda becomes the club’s official #coffee supplier, showcasing its renowned coffee industry, and serves as the official #tourism and training partner.
“This historic #partnership reflects Rwanda’s ambition to position itself as a premier global hub for #investment, #tourism, and #sports development,” said Jean-Guy Afrika, CEO of the RDB. “Atlético Madrid’s values of resilience, discipline, and excellence align with Rwanda’s transformation journey.”
The collaboration extends beyond branding, offering technical #development programs for young Rwandan players and coaches, granting access to Atlético’s world-class training expertise. This initiative aims to nurture local #talent and strengthen Rwanda’s domestic football ecosystem.
Óscar Mayo, Atlético Madrid’s General Director of Revenue and Operations, emphasized the deal’s significance: “#VisitRwanda is a key partner in our club’s goal of international #expansion. We are thrilled to welcome the first African sponsor to the Red & White family.”
This move adds to Rwanda’s growing portfolio of elite football partnerships, including deals with #Arsenal, #ParisSaintGermain, and #BayernMunich. However, the sponsorship has sparked some controversy, with critics citing Rwanda’s role in regional conflicts and domestic governance concerns. Despite this, the Rwandan #football fraternity has welcomed the deal as a game-changer for national visibility.
The partnership marks a bold step in Rwanda’s strategy to leverage #sportsdiplomacy, promoting its #heritage, #wildlife, and economic opportunities to a global audience, particularly in the Spanish-speaking world. As Atlético Madrid, an 11-time La Liga champion, prepares to showcase #VisitRwanda, the collaboration signals Africa’s rising influence in the world’s most popular sport.
#Rwanda #AtléticoMadrid #VisitRwanda #LaLiga #FootballSponsorship