Aston Villa land record-breaking £20m-a-year Visit Rwanda shirt deal

Aston Villa have secured the biggest shirt sponsorship agreement in the club’s history after announcing a major partnership with Visit Rwanda that could earn the Premier League side up to £20 million ($26.7m) annually.

The East African tourism board will become Villa’s new front-of-shirt sponsor, with its branding set to appear on the shirts of the men’s, women’s and academy teams from next season.

The agreement brings an end to Villa’s partnership with betting company Betano, which became the club’s principal shirt sponsor in 2024 in a deal reportedly worth £40 million ($53.5m) over two years.

According to The Athletic, the new arrangement with Visit Rwanda includes performance-related bonuses that could push its value to £20 million per season, making it the most lucrative commercial deal in Aston Villa’s history.

The agreement represents another significant step in Villa’s rapid commercial growth as the club continues to strengthen its global presence following their return to the Champions League.

“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,” said Francesco Calvo, Aston Villa president of business operations.

“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.”

Rwanda targets global exposure through Villa partnership

The deal will allow Rwanda to increase its visibility across major football markets, with Villa joining a growing list of international sporting partners associated with the country’s tourism campaign.

Janet Karemera, chief executive of Rwanda Convention Bureau, said the partnership would help the country connect with new audiences across Europe and beyond.

“We look forward to working with Aston Villa to expand our reach to new audiences in the UK, across Europe and beyond,” Karemera said.

“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.”

Visit Rwanda previously enjoyed a seven-year association with Arsenal, appearing on the sleeves of the club’s shirts before the partnership ended this summer.

The Arsenal agreement was reportedly worth around £10 million ($13.4m) annually, with software company Deel taking over as the Gunners’ new sleeve sponsor.

Sponsorship deal faces criticism over Rwanda concerns

Villa’s decision to partner with Rwanda has attracted criticism from human rights groups, who have questioned the country’s use of high-profile sports sponsorships to improve its global image.

Amnesty International has accused Rwanda of “sportswashing” and suggested the country is using football partnerships to generate positive publicity.

The previous Arsenal agreement was also controversial, with campaign groups raising concerns over Rwanda’s human rights record. The partnership faced further scrutiny after the United Nations linked Rwanda to support for M23 rebels involved in conflict in the Democratic Republic of Congo.

DRC foreign minister Thérèse Kayikwamba Wagner previously urged Arsenal to end what she described as “blood-stained sponsorship deals” involving the tourism board.

Despite the criticism, Visit Rwanda continues to maintain partnerships with several major sports organisations, including Paris Saint-Germain, Atletico Madrid, the Los Angeles Clippers and the Los Angeles Rams.

Villa seek financial boost amid Premier League sponsorship shake-up

The record-breaking agreement comes at a crucial time for Aston Villa as the club looks to maintain investment in its squad while complying with financial regulations.

Villa recorded revenue of £378.07 million ($506.3m) during the 2024/25 season, with sponsorship income increasing by 31 per cent to £28.6 million ($38.3m).

The club has also taken financial measures by moving ownership of its women’s team and multi-use venue ‘The Warehouse’ to a subsidiary company.

Villa were among 11 Premier League clubs searching for new front-of-shirt sponsors after the league’s ban on gambling companies appearing on shirt fronts comes into effect next season.

The rule change has forced clubs to explore alternative industries after betting firms became a major source of commercial revenue, particularly for teams outside the traditional elite.

Several clubs have already secured replacements, with Crystal Palace agreeing a deal with AI software company Temporal, while Everton announced CMC Markets as their new main shirt partner.

Brentford and Bournemouth have also expanded existing partnerships with Indeed and Vitality respectively.