Visit Rwanda, Aston Villa in landmark front of shirt partnership

Under the agreement, Visit Rwanda becomes the Club’s Official Front-of-Shirt Partner, exclusive Official Tourism Partner and Official Coffee Provider.

Leveraging football's global platform, the collaboration will showcase Rwanda as a destination for tourism, trade, investment and sport, with Visit Rwanda benefitting from year-round global visibility on the playing shirts of Aston Villa’s men’s, women’s and youth teams in all competitions, including the FA Premier League and European competitions, according to a statement by Rwanda Development Board (RDB).

The partnership also includes extensive matchday visibility at Villa Park, international marketing campaigns, digital storytelling and fan experiences that will showcase Rwanda's tourism offerings, thriving capital city, world-class hospitality and growing reputation as a destination for business, investment, major events, and sporting ambitions to millions of fans around the world.

Beyond global brand exposure, the partnership also includes initiatives focused on football development, coach education, academy exchanges, charitable initiatives and leadership initiatives within Rwanda.

This will go along with scholarships and professional development opportunities for talented Rwandans, all anchored around Rwanda's long-term commitment to using sport as a catalyst for economic growth, skills development and social impact.

 “The 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,” Janet Karemera, Chief Executive Officer of the Rwanda Convention Bureau said.

“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.

Francesco Calvo, President of Business Operations, said the partnership was very exciting 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 activities through tourism, investment and sporting development.”

The partnership further strengthens Visit Rwanda’s position as one of the world’s leading destination brands in global sport, building on existing partnerships with Paris Saint-Germain, Atletico de Madrid, the Basketball Africa League, the Los Angeles Clippers, and the Los Angeles Rams.

Tourism and conferences generated a record $685 million in 2025, supported by 1.49 million visitors.