The La Liga club now stands alongside Premier League side Arsenal, Bundesliga champions Bayern Munich, and French powerhouse Paris Saint-Germain, all of whom have previously signed similar partnerships with Rwanda’s tourism body.

Starting from next football season, the Visit Rwanda brand will be prominently displayed on Atlético de Madrid’s women’s team kits and on the players’ warm-up gear. Additionally, the logo will appear on the back of the pre-match walk-out shirts worn by both the men’s and women’s teams.

Beyond the kits, Visit Rwanda will also be visible around the club’s home ground, the Riyadh Air Metropolitano Stadium, as well as across the club’s social media platforms and other promotional spaces.

As part of the agreement, Visit Rwanda becomes a principal training partner of Atlético de Madrid and will be promoted as a key tourism destination. The deal also includes the exclusive supply of Rwandan coffee to the club, further showcasing the country’s growing reputation for premium coffee.

The Rwanda Development Board (RDB) emphasized that this partnership represents a major opportunity to highlight Rwanda’s attractions and strengthen its global image as a country known for its world-class coffee and tourism potential.

Atlético de Madrid’s Chief Operating Officer, Óscar Mayo, praised the partnership, saying:
“We are always looking for partners with international influence who share a connection to the world of football, and Visit Rwanda is a perfect example of that. Rwanda is a country on the rise, and I believe both parties will benefit from this collaboration.”

The agreement is part of Rwanda’s ongoing strategy to boost its international visibility through sports marketing, leveraging the global reach of football to attract tourists and investment. Details of the deal, including its duration and financial terms, have not yet been disclosed, but it is expected to include promotional branding and community initiatives.

Visit Rwanda has been notably active in recent years in using high-profile sports sponsorships to reposition the country as a safe, vibrant, and attractive destination for international travelers.