In a major move for international football sponsorship, Visit Rwanda has become a Premium Partner of Spanish football giant Atlético de Madrid. The deal, supported by consultancy firm ELLVEE, marks the La Liga club’s first-ever commercial partnership with an African brand.
As part of the agreement, Atlético de Madrid will feature the ‘Visit Rwanda’ logo on the front and back of its men’s, women’s, and academy team training kits. The logo will also appear on the back of official matchday jerseys.
The multi-year partnership gives Visit Rwanda high visibility across the Riyadh Air Metropolitano stadium and on the club’s global digital platforms. The deal also includes fan engagement campaigns and developmental rights that will support football growth in Rwanda, including talent development and coaching initiatives.
Visit Rwanda will hold multiple designations within the club, including Official Training Partner, Official Tourism Destination Partner, and Official Coffee Supplier. Coffee is Rwanda’s sixth-largest export by value, making this partnership a strategic branding opportunity.
Although the financial terms were not disclosed, the deal is understood to cover rights and exposure related to the FIFA Club World Cup in the U.S. starting in June, along with the next three full seasons.
ELLVEE, a Middle East-based sports consultancy, guided Visit Rwanda through the entire process—from early discussions and commercial negotiations to finalizing the agreement. The firm ensured the partnership aligns with the Rwanda Development Board’s strategic goals, which include promoting the country as a destination for tourism, investment, and sports development.
This agreement follows Visit Rwanda’s recent sponsorship deal with French club Paris Saint-Germain. The Rwandan brand has also previously partnered with Arsenal in England and Bayern Munich in Germany.
“This partnership will showcase Rwanda as a top destination for investors and travelers, while also creating opportunities for young Africans through sport,” said Jean-Guy Afrika, CEO of the Rwanda Development Board.
Óscar Mayo, Atlético de Madrid’s General Director of Revenue and Operations, welcomed the new partnership: “Visit Rwanda is an important partner in our mission to grow internationally. Rwanda is a country on the rise, and we are confident this collaboration will benefit both sides.”
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