Amnesty International says Rwanda will use Aston Villa’s record shirt deal to deflect from its human rights record
Aston Villa has named Visit Rwanda its principal partner, official tourism partner and official coffee provider on Tuesday, replacing Betano on the front of the men’s, women’s and academy shirts from the 2026/27 season. The club called it the most important sponsorship deal in its history.
Reports from The Athletic and the BBC put the value at up to £20m per year if performance bonuses are met, which would make it Villa’s most lucrative commercial agreement.
Francesco Calvo, Villa’s President of Business Operations, said the partnership was “a symbol of the club’s continuing expansion and growth into international markets” and would deliver work across tourism, investment and sporting development.
Janet Karemera, Chief Executive of the Rwanda Convention Bureau, said the deal would help Rwanda reach audiences in the UK, Europe and beyond, and position the country “as a destination to visit, invest and do business”.
Villa needed a new front-of-shirt sponsor after Premier League clubs agreed to remove gambling brands from matchday shirts by the end of last season, ending the Betano deal. Calvo negotiated the Visit Rwanda agreement, his first major sponsorship since replacing Chris Heck.
Amnesty International’s Aston Villa warning
Felix Jakens, Amnesty International UK’s Head of Campaigns, said Rwanda was using the partnership to deflect from its record.
“It’s not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record,” Jakens said in a statement to BBC Sport and the Press Association. He said Rwanda was “prolific in arbitrary detention, torture and the repression of free speech” and was “playing a significant role” in the conflict in the Democratic Republic of Congo “through its support to the M23 rebels and the direct actions of its military in eastern Congo.”
He added: “Rwanda’s sportswashing needs to be called out, and we’d like Aston Villa and the Premier League to play their part in this.”
The Democratic Republic of Congo filed a case against Rwanda at the International Court of Justice last month, accusing it of backing armed groups on its territory. Rwanda denies supporting M23.
The Rwanda Development Board has previously described such criticism as “misinformation and political pressure” and said Visit Rwanda “showcases Rwanda’s commitment to peace, stability, and inclusive growth.”
Visit Rwanda has held shirt or sleeve deals with Arsenal, Bayern Munich, Paris Saint-Germain and Atlético Madrid. Arsenal’s sleeve deal, signed in 2018, ended last month. Bayern moved away from its commercial partnership last year to focus on an academy in Kigali. PSG extended its agreement until 2028.
Rwanda says the strategy lifted visitor arrivals to 1.3m in 2024, generating $650m in tourism revenue, though the figures are Rwanda’s own and have not been independently verified.
Supporters split, commercial risk flagged
The Aston Villa Supporters’ Trust has not issued a formal statement on the deal at the time of writing. The Trust opposed the club’s 2023 gambling deal with BK8, and the Arsenal Supporters’ Trust raised concerns over Visit Rwanda during that partnership.
Fan reaction on the record has been mixed. The fan outlet Aston Villa Review called the deal “unedifying” and said the club was “worth a little bit less today than it was yesterday”.
An anonymous poll on the VillaTalk forum recorded some 31% of respondents “disappointed” and 9% “happy,” with a large share indifferent.
Unverified reports claim the deal has complicated Villa’s move for Freiburg midfielder Johan Manzambi, whose family has links to DR Congo. Villa remain favourites to complete the transfer.
