Visit Rwanda deal lifts Villa’s shirt value into new territory
Aston Villa have agreed a front-of-shirt sponsorship with Visit Rwanda that could be worth up to £20m a year, strengthening the club’s commercial revenues as they seek to remain within Premier League financial rules.
Aston Villa have reached an agreement with Visit Rwanda to become their new front-of-shirt sponsor, securing what club sources described as the most lucrative commercial partnership in their history.The agreement could be worth up to £20m annually if performance-related bonuses are achieved. Financial terms have not been formally disclosed by the club.The deal replaces Betano and gives Villa a new principal shirt partner ahead of the Premier League’s ban on front-of-shirt sponsorships from betting companies.Villa president of business operations Francesco Calvo has led the search since joining the club in July 2025. Increasing commercial income has become a priority as Villa seek to protect their sporting ambitions while managing the risk of financial sanctions.Calvo said: "“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.“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 activations through tourism, investment and sporting development.”The club launched their latest home kit without a front-of-shirt sponsor while negotiations continued. Visit Rwanda’s branding is now expected to occupy Villa’s most valuable sponsorship asset.The reported value represents an increase on the Betano agreement and would move Villa closer to the upper tier of Premier League shirt sponsorship revenues.Villa have also been exploring naming rights for their stadium and a commercial partner for the Bodymoor Heath training ground.The club announced Egyptian hotel business El Gouna Red Sea as their training kit sponsor in January. The company is owned by Samih Sawiris, brother of Villa co-owner Nassef Sawiris.Visit Rwanda is the country’s national tourism brand and uses major sports partnerships to promote Rwanda as a travel and investment destination.Its European football portfolio includes agreements with Paris Saint-Germain and Atlético Madrid. An eight-year sleeve partnership with Arsenal, previously worth about £10m annually, ended after last season.The Villa agreement will give Visit Rwanda front-of-shirt exposure in the Premier League, offering greater broadcast visibility than its former Arsenal sleeve position.The partnership is also likely to attract scrutiny because of allegations surrounding Rwanda’s relationship with the M23 armed group in the Democratic Republic of Congo.United Nations reports have linked the Rwandan government to M23 and called on Rwanda to end its support for the group and withdraw from Congolese territory.The UK government suspended aid to Rwanda in February 2025 over the issue, while supporters of Arsenal, Bayern Munich and Paris Saint-Germain have previously protested against their clubs’ commercial relationships with the country.Villa will therefore need to manage the reputational dimension of the partnership alongside its financial value, particularly as the club expands its sponsorship inventory.The agreement gives Villa a significant revenue uplift at a point when commercial growth is central to their ability to invest in the squad and compete consistently in European competitions.