Aston Villa F.C. has announced a multi-year partnership with Visit Rwanda that will see the tourism brand become the club’s principal shirt sponsor in a deal reportedly worth around £20 million.
The agreement, unveiled by Aston Villa on Wednesday, will place the Visit Rwanda logo on the front of the club’s shirts, while also naming the organisation the club’s Official Tourism Partner and Official Coffee Provider.
The deal is expected to surpass the £20 million-a-year sponsorship agreement previously held by betting company Betano, strengthening Villa’s commercial position as the club continues preparations for expansion plans at Villa Park and navigates financial regulations, including the Premier League’s Profit and Sustainability Rules.
The partnership was finalised following months of negotiations led by Aston Villa president of football operations Francesco Calvo.
Visit Rwanda already has major football sponsorship agreements with clubs including Arsenal F.C. and Paris Saint-Germain F.C., using global football exposure to promote Rwanda as a tourism destination.
The partnership comes as Aston Villa seeks to build on recent sporting success under manager Unai Emery, with the club targeting continued involvement in European competitions.
However, the agreement has attracted criticism from some Aston Villa supporters, with concerns raised over Rwanda’s international image and allegations contained in United Nations reports regarding the country’s alleged involvement in conflicts in the eastern Democratic Republic of Congo.
Some fans have described the sponsorship as “blood money”, while others have defended the deal, arguing that commercial partnerships provide clubs with essential revenue and that Rwanda’s tourism campaign should be judged separately from political disputes.
Aston Villa said the partnership reflects a shared ambition to promote Rwanda’s tourism, culture and investment opportunities to a global audience.
The club’s announcement did not disclose the financial terms of the agreement, but reports indicate the deal could exceed the value of previous shirt sponsorship arrangements and provide Villa with one of the most lucrative commercial partnerships in its history.