Rwanda has struck yet another landmark partnership in its ongoing global branding campaign—this time with Spanish football giant Atlético de Madrid. Under the multi-year agreement, the “Visit Rwanda” brand will be prominently featured on the club’s matchday and training kits, digital platforms, and in-stadium assets through June 2028.
But beyond the visible sponsorship, this deal carries deeper economic significance. In a first-of-its-kind move, Rwanda will also become the official coffee supplier for Atlético de Madrid. This adds a new and tangible commercial layer to the partnership, directly tying Rwanda’s most prestigious export to one of Europe’s top football institutions.
Expanding Rwanda’s Global Presence
The deal marks Rwanda’s first sponsorship in Spain’s LaLiga, building on earlier high-profile partnerships with Arsenal (UK), Paris Saint-Germain (France), and Bayern Munich (Germany). These partnerships are part of a long-term strategy by the Rwanda Development Board to boost tourism, attract investment, and elevate Rwanda’s profile in global markets.
The impact of these efforts is already visible. Tourism revenue reached $636 million in 2023, a 36% jump from the previous year. Partnerships with football clubs have played a key role in that growth, helping to promote Rwanda as a travel destination to millions of football fans worldwide. Following the Arsenal deal in 2018, for instance, tourist arrivals from the UK rose significantly.
Tourism now contributes roughly 10% to Rwanda’s GDP, and revenues from the sector support not only the hospitality industry but also infrastructure, conservation, and community development programs.
Elevating Rwanda’s Coffee Industry
The Atlético de Madrid partnership offers an added bonus—Rwanda’s specialty coffee will be served to the club’s players, staff, and guests, giving Rwandan beans a premium showcase in Europe. This comes at a crucial moment for Rwanda’s coffee industry.
In the 2023/2024 fiscal year, coffee export revenues dropped by 32%, falling to $78.7 million from $115.9 million the previous year. Export volumes also declined by 17.9%, reflecting a combination of market volatility and reduced global demand.
This new exposure through Atlético de Madrid is expected to reinvigorate Rwanda’s coffee market by positioning its high-quality beans in front of a global audience. With greater brand recognition, the partnership could lead to expanded demand, better prices for Rwandan farmers, and new export opportunities.
A Win Beyond Sports
While some critics argue that such sponsorships serve as a distraction from domestic challenges, the Rwandan government maintains that they are strategic investments yielding measurable returns. The “Visit Rwanda” campaign is not just about tourism—it’s a gateway to foreign investment, trade, and youth empowerment.
These partnerships often include youth development initiatives. In past deals, Rwanda has supported sports academies, community programs and initiatives, creating opportunities for young Rwandans to benefit from international exposure and skills training.
As Rwanda positions itself as a forward-looking, globally integrated economy, this latest deal with Atlético de Madrid blends soft power with smart economics. It’s a game-changing play—one that promotes Rwanda’s tourism, supports its coffee sector, and reaffirms its place on the global stage.