Rwanda has signed a landmark partnership agreement with English Premier League club Aston Villa, under which the Visit Rwanda brand will appear on the front of the club’s jerseys as part of efforts to promote Rwanda as a global tourism and investment destination.
The agreement sees Visit Rwanda replace Betano, the betting company that previously occupied the front-of-shirt sponsorship position.
Premier League Gambling Ban Opens New Opportunity
Aston Villa began searching for a new principal sponsor after the Premier League decided to prohibit gambling companies from displaying their brands on the front of players’ shirts starting with the 2026/27 season.
The club’s Chief Business Officer, Francesco Calvo, led efforts to secure new commercial partnerships and strengthen Aston Villa’s revenue streams.
According to sources familiar with the negotiations, the Visit Rwanda agreement could become the most valuable sponsorship deal in the club’s history.
Visit Rwanda Expands Presence in European Football
The partnership makes Aston Villa the latest major European football club to collaborate with Visit Rwanda, Rwanda’s international tourism promotion campaign.
Visit Rwanda already has partnerships with Paris Saint-Germain of France and Atlético de Madrid of Spain. It also maintained an eight-year partnership with Arsenal, during which the Visit Rwanda logo appeared on the sleeves of the club’s shirts.
The new agreement places the Visit Rwanda brand in an even more prominent position by featuring it on the front of Aston Villa’s jerseys.
Global Exposure Through the Premier League
Displaying the Visit Rwanda logo on Aston Villa’s shirts is expected to significantly increase Rwanda’s international visibility.
The branding will be seen during Premier League matches, European competitions, the club’s global marketing campaigns, and on official merchandise sold around the world, helping to promote Rwanda to millions of football fans and potential visitors.
The partnership forms part of Rwanda’s broader strategy to use sport as a platform for boosting tourism, investment, and the country’s international profile.
Aston Villa Continues Historic Rise
Aston Villa is one of England’s oldest and most successful football clubs. The club won the European Cup now known as the UEFA Champions League in 1982, and added the UEFA Europa League title in 2026.
In recent seasons, Aston Villa has re-established itself among the Premier League’s leading clubs, regularly competing for European qualification and major honours, making it an attractive partner for global brands such as Visit Rwanda.
