By Juma Nsamba
Premier League club Aston Villa has announced Visit Rwanda as its new Principal Partner, Official Tourism Partner and Official Coffee Provider in what the club describes as the biggest commercial sponsorship agreement in its history.
Under the deal, the Visit Rwanda logo will appear on the front of shirts worn by Aston Villa’s men’s, women’s and academy teams from the 2026/27 season. The branding will also feature prominently across the club’s commercial platforms.
The partnership aims to promote Rwanda as a destination for tourism, investment, business and major sporting events. It also includes collaboration on football development, coaching, leadership programmes, charitable initiatives and professional development opportunities.
Aston Villa President of Business Operations Francesco Calvo said the agreement reflects the club’s growing international ambitions.
“This is a very exciting partnership for Aston Villa Football Club and a symbol of the club’s continuing expansion and growth into international markets,” Calvo said.
He added that the partnership would create opportunities for collaboration, learning and innovation through tourism, investment and sporting development.
Rwanda Convention Bureau Chief Executive Officer Janet Karemera said the sponsorship demonstrates Rwanda’s ambition to engage global audiences through football while positioning the country as a destination to visit, invest in and do business.
She said the partnership would build on Rwanda’s growing international profile and expand its reach in the United Kingdom, Europe and other key markets.
The Aston Villa agreement marks the latest chapter in Rwanda’s sports tourism strategy. Since 2018, Visit Rwanda has been associated with English Premier League side Arsenal under a sleeve sponsorship agreement and tourism partnership, with the “Visit Rwanda” brand appearing on the club’s shirts. The campaign has also included partnerships with European football giants Paris Saint-Germain and German club Bayern Munich, as Rwanda continues to use elite sport to market itself to international audiences.
