Atletico de Madrid becomes partner in Rwanda's global tourism push
The deal marks Atletico Madrid's first-ever commercial collaboration with an African brand, according to the RDB statement issued Wednesday.
The multi-year partnership, running until June 30, 2028, "reflects Rwanda's strategic ambition to position itself as a premier global hub for investment, tourism, and sports development," Jean-Guy Afrika, chief executive officer of the RDB, was quoted as saying.
As a premium partner, Visit Rwanda will feature prominently on the front of Atletico de Madrid's men's first team training and warm-up kits for the remainder of the current La Liga season, including the Club World Cup.
From next season, the branding will also appear on the women's first team training kits and on the back of official match jerseys for both teams, the statement added.
According to the RDB, the agreement includes significant visibility across Atletico de Madrid's home stadium Riyadh Air Metropolitano, digital platforms and global fan engagement campaigns.
Rwanda has also been designated as the club's official training partner, official tourism destination partner, and official coffee supplier, offering a global stage to promote Rwanda's renowned coffee and hospitality.
Beyond branding and tourism promotion, the collaboration is expected to support the technical development of football in Rwanda by granting young players and coaches access to Atletico de Madrid's world-class expertise and training programs.
Visit Rwanda is the tourism arm of the RDB, which spearheads Rwanda's economic transformation by enabling private sector-led growth.
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