Aston Villa has announced Visit Rwanda as the club’s Principal Partner, Official Tourism Partner and Official Coffee Provider.
Visit Rwanda’s branding will appear on the front of all men’s, women’s and academy teams’ shirts, as well as in a number of other prominent spaces, in an agreement that will be the most important sponsorship deal in the history of the football club.
Alongside tourism, Rwanda has a growing reputation as a destination for business, investment, major events and sport and both parties will also collaborate on a number of initiatives focused on football and coaching as well as charitable and leadership initiatives and professional development opportunities.
Francesco Calvo, President of Business Operations, said: “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.
“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.”
Janet Karemera, Chief Executive Officer of Rwanda Convention Bureau (RCB), said: “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. Bringing together the Land of a Thousand Hills and the City of a Thousand Trades celebrates a shared commitment to enterprise, innovation and ambition.
“Building on eight successful years of raising awareness and engagement in the United Kingdom, one of Rwanda’s key tourism source markets, we look forward to working with Aston Villa to expand our reach to new audiences in the UK, across Europe and beyond. Through this partnership, we aim to deepen the connection with those already considering travel to Rwanda, whether for tourism, investment or business events, all while contributing to the long-term growth and development of the football ecosystem in Rwanda.”
Supporters who have already purchased the 2026/27 home shirt in-store and online, and wish to have Visit Rwanda’s branding on the front, can take their shirts into the Aston Villa stores at Villa Park and the Bullring to have this applied free of charge.
