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Rwanda has taken another bold step in its global tourism marketing strategy by announcing a landmark three-year partnership with Spanish football giants Atlético de Madrid. This strategic alliance will run until June 2028 and aims to amplify the “Visit Rwanda” campaign by positioning the country at the center of the global football stage.
As part of the deal, the “Visit Rwanda” brand will enjoy prominent visibility on Atlético de Madrid’s men’s and women’s teams. Starting next season, fans will see the branding featured on training kits, match-day jerseys, and within the iconic Civitas Metropolitano Stadium. This move not only increases Rwanda’s presence in the sports world but also places the East African nation directly in front of millions of LaLiga fans worldwide.
Furthermore, the partnership extends beyond traditional sponsorship. Rwanda will also become Atlético de Madrid’s Official Coffee Supplier, promoting one of its prized exports on a global scale. The country is also listed under the club’s “Tourist and Training Destination” category, highlighting its growing reputation as both a tourism hub and a sports destination.
This initiative follows similar agreements that Rwanda has forged with top-tier European clubs, including Arsenal, Bayern Munich, and Paris Saint-Germain. These collaborations are part of a broader strategy by the Rwanda Development Board (RDB) to boost tourism, attract investment, and reshape the narrative of Africa through positive global engagements.
Clare Akamanzi, CEO of the RDB, stated that the partnership with Atlético de Madrid is more than a marketing effort — it is a cultural and economic bridge. “By associating with one of the world’s leading football clubs, we are sharing Rwanda’s story with millions around the globe,” she noted.
As the global sports and tourism industries continue to converge, Rwanda’s strategic investment in football partnerships demonstrates how nations can innovate to gain visibility, drive economic growth, and foster international goodwill.
