Madrid, Spain: Rwanda has struck a multimillion-dollar tourism partnership with Spanish football giants Atlético Madrid, becoming the first African nation to sponsor the LaLiga club in a strategic move aimed at deepening its global brand visibility and promoting tourism.
The three-year deal, signed through the Rwanda Development Board (RDB), will see the ‘Visit Rwanda’ logo featured prominently on Atlético Madrid’s training and warm-up kits for both men’s and women’s teams for the remainder of the current LaLiga season, including the upcoming Club World Cup tournament.
Effective next season, the logo will also appear on the back of all official matchday jerseys, extending Rwanda’s footprint in global football marketing.
The partnership also guarantees the ‘Visit Rwanda’ brand visibility across key locations at Atlético Madrid’s Cívitas Metropolitano Stadium and on the club’s digital platforms, positioning the East African country as a tourism and investment destination for football audiences worldwide.
Jean Guy Afrika, the CEO of Rwanda Development Board, said, “This landmark partnership reflects Rwanda’s strategic ambition to position itself as a premier hub for global investment, tourism, and sports development.”
“The Club’s values of resilience, discipline, and excellence closely align with Rwanda’s national ethos and transformation journey. Through this collaboration, we aim to showcase Rwanda as an attractive destination for investors, a unique experience for global travelers, and a platform for nurturing talent and expanding opportunities for young Africans through sport.”
Óscar Mayo, Atlético Madrid’s General Director of Revenue and Operations, welcomed Rwanda as a “partner of great importance,” saying the deal aligns with the club’s international expansion strategy. “Having Visit Rwanda on board is key to our goal of global growth and connectivity with fans across continents,” he said.
As part of the agreement, Visit Rwanda also becomes Atlético Madrid’s official sponsor in the training and tourism destination category as well as the official coffee supplier to the club.
Part of a Broader Sports Diplomacy Strategy
Rwanda has made global headlines in recent years for its bold use of sports marketing as a tool for economic diplomacy. The country has already partnered with European football heavyweights like Arsenal FC, Paris Saint-Germain, and Bayern Munich, integrating the Visit Rwanda brand into major international leagues.
This latest partnership with Atlético Madrid, a club with a strong following in Spain and Latin America, marks a strategic diversification of Rwanda’s tourism marketing to new football audiences
Rwanda’s latest move builds on its growing global ambition in sports promotion. In 2023, the country submitted a bid to host a Formula One Grand Prix, becoming the second African nation to do so after South Africa. The aim, officials say, is to market Rwanda as a premier tourism and investment hub on the global stage.
If you would like your article/opinion to be published on Uganda’s most authoritative anews platform, send your submission on: [email protected]. You can also follow DailyExpress on WhatsApp for realtime updates.
