Aston Villa Football Club has announced a significant new partnership with Visit Rwanda, designating it as the club’s Principal Partner, Official Tourism Partner, and Official Coffee Provider. This announcement was made in a statement released by the club on Tuesday, marking what is touted as the most important sponsorship deal in Aston Villa’s history.
As part of this collaboration, Visit Rwanda’s branding will prominently feature on the front of the jerseys for all of Aston Villa’s men’s, women’s, and academy teams. In addition to the jersey sponsorship, the partnership will include branding in various high-visibility locations throughout the club’s facilities.
Aston Villa aims not only to enhance its global presence through this partnership but also to spotlight Rwanda’s growing appeal as a hub for tourism, investment, and major events. The partnership will involve joint initiatives that focus on football development, coaching, charitable efforts, and professional growth opportunities.
Francesco Calvo, President of Business Operations at Aston Villa, expressed enthusiasm about the partnership, stating, “This is a very exciting development for Aston Villa Football Club and symbolizes our ongoing expansion into international markets. We see a vast range of opportunities for collaboration, innovation, and learning, and we are eager to work with Visit Rwanda to create meaningful activations that promote tourism and investment.”
Janet Karemera, Chief Executive Officer of the Rwanda Convention Bureau (RCB), also highlighted the significance of the sponsorship. She noted that it represents Rwanda’s ambition to reach global audiences through one of the world’s most prestigious platforms.
“This partnership celebrates a shared commitment to enterprise, innovation, and ambition, connecting the Land of a Thousand Hills with the City of a Thousand Trades,” Karemera stated.
She further emphasized the importance of building on eight successful years of raising awareness in the United Kingdom, a key market for Rwandan tourism.
“We are excited to work with Aston Villa to expand our audience reach in the UK, Europe, and beyond. Our goal is to strengthen our connection with potential travelers considering Rwanda for tourism, investment, or business events, all while contributing to the long-term growth of the football ecosystem in Rwanda,” she explained.
In a gesture of appreciation, Aston Villa offered supporters who have already purchased the 2026/27 home shirt the opportunity to have Visit Rwanda’s branding applied to their shirts at no extra cost. Fans can bring their shirts to Aston Villa stores located at Villa Park and the Bullring to take advantage of this offer.
This strategic partnership is set to not only amplify the visibility of Visit Rwanda but also showcase the club’s commitment to fostering international relations and promoting Rwanda as a premier destination.
