Rwanda Becomes Atlético Madrid’s Official Sponsor is bold step in its mission to brand itself as a global destination for tourism and investment. On April 25, 2025, Spanish football giant Atlético Madrid officially announced a sponsorship deal with the East African nation through its internationally recognized campaign, “Visit Rwanda.” This historic partnership is set to run until June 30, 2028, and marks the first time an African country has signed such a deal with Atlético.
This move expands Rwanda’s growing presence in European football and reinforces its strategy of leveraging global sports platforms to promote national interests.
What the Partnership involves
Under the agreement, the “Visit Rwanda” logo will appear on the training and warm-up kits of Atlético Madrid’s men’s first team. It will also feature on the back of official matchday jerseys for both the men’s and women’s teams. In addition, fans can expect to see the branding at the Cívitas Metropolitano Stadium, across digital platforms, and on social media.
Starting next season, the women’s team will also wear the Visit Rwanda logo on their front-of-shirt kit, further highlighting the country’s support for gender equality in sports.
A Strategic Tourism and investment Campaign
Jean-Guy Afrika, the Chief Executive of the Rwanda Development Board, emphasized the deal’s broader vision. He explained that the partnership isn’t just about football—it’s a strategic move to position Rwanda as a thriving hub for tourism, business, and youth engagement.
“We are investing in partnerships that share our ambition,” said Afrika. “Atlético Madrid’s history, values, and global footprint align perfectly with our national goals.”
Indeed, Rwanda has emerged as a leader in sports tourism branding, with major partnerships that go beyond visibility. The country sees sports as a gateway to increase foreign direct investment, boost tourism, and inspire young Rwandans.
Atlético Madrid’s view on the Partnership
Atlético Madrid is equally excited about the collaboration. Óscar Mayo, the club’s General Manager of Revenue and Operations, described the deal as part of the club’s broader international expansion strategy.
“Rwanda represents ambition, energy, and growth—all values that Atlético Madrid holds dear,” said Mayo. “This partnership will help us reach new fans while supporting Rwanda’s vision of a vibrant future.”
Atlético currently ranks among the top clubs in La Liga, Spain’s premier football league, and regularly competes in the UEFA Champions League. This gives Rwanda access to millions of fans across the globe, further solidifying its presence in international tourism marketing.
Rwanda’s Growing portfolio of football Sponsorships
The partnership with Atlético Madrid is part of a wider trend. Rwanda has already made headlines with sponsorships in some of Europe’s top football clubs:
- Arsenal FC: Rwanda signed a three-year deal in 2018 to become Arsenal’s official tourism partner. The “Visit Rwanda” logo appears on the club’s left sleeve.
- Paris Saint-Germain (PSG): In 2019, the country partnered with PSG. The branding features on the club’s training kits and throughout the Parc des Princes stadium.
- Bayern Munich: Rwanda joined forces with the German champions in 2023. That five-year agreement includes tourism promotion and football academy development.
These partnerships align with Rwanda’s Vision 2050 development blueprint, which aims to transform the country into a high-income economy by 2050.
Controversy and political Tensions
Despite the marketing success, Rwanda’s sponsorships have not come without criticism. In early 2025, the Democratic Republic of Congo (DRC) called on European clubs—including Arsenal, PSG, and Bayern—to cut ties with “Visit Rwanda.”
The DRC accused Rwanda of supporting M23 rebels involved in ongoing conflicts in eastern Congo, calling the sponsorships “bloodstained.” Rwandan officials strongly denied the allegations, claiming the accusations were politically motivated.
While the conflict remains unresolved, Atlético Madrid has not issued any public statement on the matter, choosing instead to focus on the values shared in the sponsorship deal.
What This means for Rwanda
For Rwanda, this deal represents more than just brand exposure—it’s a symbol of national pride and a key pillar of its economic transformation. Tourism accounted for over 10% of Rwanda’s GDP in pre-pandemic years. By aligning with international football clubs, the government hopes to revive and surpass those figures.
Moreover, this sponsorship shows how sports diplomacy can help smaller nations punch above their weight on the global stage.
Final thoughts
Rwanda Becomes Atlético Madrid’s Official Sponsor is a significant development in the world of sports marketing. It reflects a growing trend of African nations taking control of their narratives through strategic, high-profile global partnerships.
With millions of football fans tuning in weekly to watch Atlético, Rwanda is betting big on football to open new doors in tourism, trade, and investment. Only time will tell how successful this gamble will be—but for now, it’s a bold and admirable play.
Sources:
- AS.com – Atlético Madrid and Visit Rwanda Deal
- Visit Rwanda – Arsenal Partnership
- Paris Saint-Germain and Visit Rwanda
- Bayern Munich and Rwanda Partnership
- BusinessLive – DRC Calls for End of Rwanda Sponsorships
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