Rwanda has strengthened its global sports marketing strategy after securing a landmark front-of-shirt sponsorship agreement with English Premier League side Aston Villa, a move that further elevates the country’s international tourism brand.

The partnership, which takes effect from the 2026/27 season, adds Aston Villa to a growing list of top European clubs that have worked with Visit Rwanda. The tourism brand has previously partnered with Arsenal, Paris Saint-Germain and Atlético Madrid, using football’s global appeal to promote Rwanda as a destination for tourism, investment and international business. Its eight-year sleeve sponsorship with Arsenal came to an end after the 2025/26 season.

Under the new agreement, Visit Rwanda will replace Betano as Aston Villa’s front-of-shirt sponsor after Premier League clubs agreed to remove betting companies from the front of playing shirts beginning this season.

Although the value of the deal has not been officially disclosed, Aston Villa described it as the biggest shirt sponsorship agreement in the club’s history. Reports indicate it could be worth up to £20 million (approximately Ksh. 3.5 billion) per year, subject to agreed commercial performance targets.

The Visit Rwanda logo will appear on the shirts of Aston Villa’s men’s, women’s and academy teams, while the partnership will also extend to other high-profile branding and commercial platforms linked to the club.

Speaking after the announcement, Rwanda Convention Bureau Chief Executive Officer Janet Karemera said the partnership builds on years of successful engagement in one of Rwanda’s most important tourism markets.

“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.”

Karemera added that the collaboration is designed to strengthen Rwanda’s appeal as a destination for tourism, investment and business events while also supporting the long-term growth of the country’s football ecosystem.

The latest partnership underlines Rwanda’s continued belief in football as a powerful platform for connecting with global audiences. With Aston Villa enjoying a growing international profile, the country hopes the collaboration will further boost its visibility and strengthen its position as an attractive destination for travel, investment and business opportunities.