Aston Villa have reached an agreement with Visit Rwanda to become the club's new front-of-shirt sponsor in a deal reportedly worth £20 million per season, marking one of the biggest commercial partnerships in the club's history. The agreement will see the Rwanda Development Board's tourism brand featured on Aston Villa's first-team shirts beginning with the 2026/27 season. The partnership comes after Visit Rwanda ended its long-running association with Arsenal, where it had served as the club's sleeve sponsor following several years as one of the Premier League side's major commercial partne

Aston Villa have reached an agreement with Visit Rwanda to become the club's new front-of-shirt sponsor in a deal reportedly worth £20 million per season, marking one of the biggest commercial partnerships in the club's history. The agreement will see the Rwanda Development Board's tourism brand featured on Aston Villa's first-team shirts beginning with the 2026/27 season. The partnership comes after Visit Rwanda ended its long-running association with Arsenal, where it had served as the club's sleeve sponsor following several years as one of the Premier League side's major commercial partners. The new deal ensures that Visit Rwanda maintains a strong presence in English football while expanding its international sports marketing portfolio, which already includes partnerships with European giants Paris Saint-Germain, Bayern Munich, and Atlético Madrid. For Aston Villa, the sponsorship represents a significant boost to the club's commercial revenue as it continues to strengthen its financial position under football's evolving financial regulations. The club has been actively pursuing new commercial opportunities, including sponsorship agreements and additional revenue streams, as it prepares for another campaign in the UEFA Champions League under manager Unai Emery. The agreement also reflects changing trends in Premier League sponsorships following clubs' voluntary decision to phase out front-of-shirt betting sponsorships. With several clubs still searching for replacement partners, Aston Villa has secured a high-value global tourism brand ahead of the new season. If officially confirmed by both parties, the partnership will see the iconic claret and blue shirts carry the Visit Rwanda logo across domestic and European competitions, further enhancing Rwanda's global tourism promotion strategy through one of the world's most-watched football leagues.

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