Rwanda and Premier League club Aston Villa have signed a new front-of-shirt Visit Rwanda sponsorship for the 2026-27 season.
Visit Rwanda’s branding will appear on the front of all men’s, women’s and academy teams' shirts, as well as in a number of other prominent spaces, the club said in a statement.
The multi-year deal was signed on Tuesday, with media reports putting the value at about £20 million ($26 million) per year.
“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, president of business operations.
‘Rwanda’s ambition’
“This 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,” said Janet Karemera, chief executive officer of Rwanda Convention Bureau.
The African nation's tourism board already has sponsorship agreements with Atletico Madrid and Paris Saint-Germain, as well as US sports teams including the Los Angeles Clippers and Los Angeles Rams.
It previously had an eight-year sleeve sponsorship deal with Arsenal that ended last season.
Villa had been looking to replace its previous sponsor Betano after Premier League clubs agreed to end front-of-shirt sponsorship by betting firms.
