Rwanda struck a deal with Spanish soccer club Atletico Madrid on Wednesday. The agreement runs through June 2028, making Rwanda the team's official training and tourist destination. The Visit Rwanda logo will appear on warm-up kits for the rest of this season and on game jerseys starting next season. This marks the first African sponsor in Atletico Madrid's history, adding to existing partnerships with Bayern Munich, Paris Saint-Germain, and Arsenal FC.
Rwanda saw 1.6 million visitors last year, earning $620 million from tourism, up 36% from 2022. These sports partnerships have proven effective, with a reported 15-to-1 return on investment. The Atletico deal aims to boost awareness among wealthy European and Asian travelers who watch Spanish soccer games. Rwanda also becomes the club's official coffee supplier, with Rwandan coffee served during matches. Both sides expect the partnership will help develop youth sports programs in Rwanda.
Rwanda saw 1.6 million visitors last year, earning $620 million from tourism, up 36% from 2022. These sports partnerships have proven effective, with a reported 15-to-1 return on investment. The Atletico deal aims to boost awareness among wealthy European and Asian travelers who watch Spanish soccer games. Rwanda also becomes the club's official coffee supplier, with Rwandan coffee served during matches. Both sides expect the partnership will help develop youth sports programs in Rwanda.
