Aston Villa have reached an agreement with Visit Rwanda to become the club’s new front-of-shirt sponsor ahead of the 2026/27 Premier League season.
According to The Athletic, the partnership is expected to become the most lucrative shirt sponsorship deal in Aston Villa’s history. Club sources indicate the agreement could be worth up to £20 million per year, subject to performance-related bonuses.
Key part of Villa’s revenue strategy
The deal represents another major step in Aston Villa’s efforts to increase commercial revenue under Francesco Calvo, the club’s President of Business Operations, who joined in July 2025.
With Premier League rules prohibiting betting companies from appearing as front-of-shirt sponsors, Villa had been searching for a new principal commercial partner this summer. The club has also been exploring additional revenue opportunities, including stadium naming rights and a sponsor for its Bodymoor Heath training ground.
Villa unveiled their new home kit last month without a front-of-shirt sponsor, with negotiations continuing until the agreement with Visit Rwanda was finalized.
Visit Rwanda expands its football portfolio
Visit Rwanda has become an established commercial partner in European football.
The country’s national tourism brand currently sponsors Paris Saint-Germain and Atlético Madrid, while its eight-year sleeve sponsorship with Arsenal came to an end following the 2025/26 season. That agreement had reportedly been worth around £10 million per year.
The initiative is designed to promote Rwanda as a global tourism and investment destination through partnerships with major sports organizations.
Partnership remains controversial
Despite its growing presence in football, Visit Rwanda’s sponsorship strategy has continued to attract criticism.
The campaign has frequently been accused of “sportswashing”, with human rights organizations and supporter groups questioning Rwanda’s international partnerships.
United Nations reports have linked the Rwandan government to support for the M23 armed group operating in the eastern Democratic Republic of Congo. In February 2025, the UN called on Rwanda to end its support for the group and withdraw from Congolese territory.
The UK government also suspended parts of its aid program to Rwanda in 2025 over the issue.
The controversy prompted protests from supporters of Arsenal, Bayern Munich and Paris Saint-Germain, while a “Stop Visit Rwanda” petition launched by PSG fans attracted more than 75,000 signatures.
Despite the ongoing political debate surrounding the brand, Aston Villa has proceeded with the agreement, securing a record-breaking commercial partnership as the club continues to strengthen its financial position and expand its revenue base.