Aston Villa have officially announced a multi-year partnership with Visit Rwanda that will see the tourism board become the club’s principal front of shirt sponsor, official tourism partner, and official coffee provider starting from the 2026/27 Premier League campaign.
While the agreement is reported to be the most lucrative sponsorship deal in the history of the Midlands club, valued at about £20m per year, the announcement has immediately drawn sharp criticism from human rights advocacy groups.
Amnesty International UK hass raised major concerns, accusing the East African nation of using top-tier English football to sportswash its international image and distract from a troubling domestic human rights record.
Activists have urged the Premier League and Aston Villa to speak out, highlighting ongoing geopolitical conflicts in neighboring Democratic Republic of Congo.
Despite the mounting political pressure, Aston Villa’s board welcomed the partnership, viewing it as a vital commercial step to support their international growth.
The branding will feature on all senior mens, womens, and academy playing kits.
Supporters who have already purchased the new home shirt will be able to have the new logo applied to their jerseys free of charge at the club’s official retail stores.