Aston Villa’s newly announced sponsorship agreement with Visit Rwanda has come under criticism from human rights campaigners, with Amnesty International claiming the partnership could help improve the country’s international image despite ongoing concerns over its human rights record.
The Premier League club confirmed a multi-year deal with Visit Rwanda on Tuesday, with British media reporting the agreement to be worth around £20 million per year.
Amnesty International UK criticised the partnership, arguing it risks contributing to what it describes as “sportswashing”. The organisation pointed to allegations surrounding Rwanda’s alleged involvement in the conflict in neighbouring Democratic Republic of Congo, although the Rwandan government has consistently denied supporting any rebel groups operating there.
Felix Jakens, Amnesty UK’s Head of Campaigns, said Rwanda has repeatedly used sport to divert attention from its human rights record and urged Aston Villa and the Premier League to recognise the wider implications of the sponsorship.
He argued that Rwanda was seeking to use the agreement to generate positive publicity and called on football authorities to challenge what Amnesty describes as sportswashing.
At the time of publication, Reuters had contacted Aston Villa, Visit Rwanda and Amnesty International for further comment.
Visit Rwanda already has a strong presence in international sport through sponsorship agreements with clubs including Paris Saint-Germain and Atlético Madrid, as well as American franchises such as the Los Angeles Clippers and Los Angeles Rams.
The Land of a Thousand Hills meets the City of a Thousand Trades.
— Visit Rwanda (@visitrwanda_now) July 14, 2026
A new journey begins with @AVFCOfficial.
We can't wait to welcome Aston Villa fans to Rwanda.#VisitRwanda pic.twitter.com/GoM5hzU2va
The organisation also previously held an eight-year sleeve sponsorship deal with Arsenal, which came to an end last season and attracted protests from some supporters of the London club.
Aston Villa had been seeking a new principal sponsor following the expiration of its agreement with Betano, after Premier League clubs agreed to phase out front-of-shirt sponsorships from betting companies.
