Aston Villa has unveiled Visit Rwanda as its new Principal Partner, Official Tourism Partner and Official Coffee Provider in what the Premier League club describes as the biggest commercial sponsorship agreement in its history.
The multi year partnership places Visit Rwanda branding on the front of shirts worn by Aston Villa’s men’s, women’s and academy teams beginning with the 2026 and 2027 season. The branding will also feature prominently across the club’s commercial platforms, significantly increasing Rwanda’s global visibility through one of football’s most watched competitions.
The agreement marks another major step in Rwanda’s international branding strategy as the East African nation continues to strengthen its position as a leading destination for tourism, investment, business and global sporting events.
Beyond shirt sponsorship, the partnership will extend into football development, coaching programs, charitable initiatives, leadership training and professional development opportunities designed to create long term value for both Rwanda and Aston Villa.
Francesco Calvo, President of Business Operations at Aston Villa, described the agreement as an important milestone in the club’s international growth strategy.
“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.
“There is a great range and depth of opportunities for collaboration, learning and innovation and we are looking forward to working with Visit Rwanda to deliver meaningful activations through tourism, investment and sporting development.”
For Rwanda, the partnership is expected to reinforce the country’s reputation as one of Africa’s fastest growing destinations for international conferences, investment, business travel and premium tourism experiences.
Janet Karemera, Chief Executive Officer of the Rwanda Convention Bureau, said the sponsorship reflects Rwanda’s ambition to engage global audiences through football while strengthening its economic positioning.
“This sponsorship is a powerful expression of Rwanda’s ambition to engage global audiences through one of the world’s most influential platforms and position our country as a destination to visit, invest and do business,” Karemera said.
“Bringing together the Land of a Thousand Hills and the City of a Thousand Trades celebrates a shared commitment to enterprise, innovation and ambition.”
She added that the collaboration builds on eight years of growing awareness of Rwanda in the United Kingdom, one of the country’s key tourism markets. Through Aston Villa’s global fan base, Visit Rwanda aims to reach new audiences across the United Kingdom, Europe and international markets while encouraging tourism, investment and business events.
The partnership also seeks to contribute to the long term development of football in Rwanda by supporting coaching, leadership and professional development initiatives that strengthen the country’s sporting ecosystem.
Supporters who have already purchased Aston Villa’s 2026 and 2027 home shirt can have the new Visit Rwanda branding applied free of charge at the club’s official stores.
The sponsorship represents another significant milestone for Rwanda’s sports diplomacy strategy, using elite football to promote economic growth, attract foreign investment and strengthen the country’s international brand. For Aston Villa, the agreement provides a record commercial partnership that supports the club’s continued global expansion while opening new opportunities across tourism, business and sporting collaboration.
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