The Rwanda Development Board has entered a partnership with Spanish football team Atlético de Madrid through a new multi-year agreement under the “Visit Rwanda” destination marketing campaign.
The partnership, announced in April, makes Visit Rwanda the Spanish football club’s official training partner, tourism destination partner and coffee supplier until June 30, 2028.
As part of the deal, Visit Rwanda branding will appear on the front of Atlético men’s training and warm-up kits for the remainder of the 2024/25 La Liga season and during the FIFA Club World Cup. From next season, branding will also feature on the back of the men’s and women’s official match jerseys and on their training kits.
Additional exposure includes in-stadium branding at the Riyadh Air Metropolitano, digital platforms and global fan engagement campaigns.
The agreement also includes development objectives for Rwandan football, with focus on technical training and youth talent development, to be supported by Atlético’s training infrastructure and expertise.
The partnership expands Visit Rwanda’s European football portfolio, which currently includes Arsenal, Paris Saint-Germain and Bayern Munich, and represents its first in Spain’s La Liga.
