Aston Villa's new sponsorship agreement with Visit Rwanda has drawn criticism from human rights campaigners, with Amnesty International saying the African nation is using the deal to burnish its international image.
Visit Rwanda and the Premier League club signed the multi-year deal last week, valued at about £20 million ($26 million) per year.
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.
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.
However, the deal has since been clouded with controversy.
Amnesty International UK said the partnership risked helping Rwanda sportswash its human rights record and cited allegations surrounding the country's role in the conflict in neighbouring Democratic Republic of Congo.
"It’s not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record. Rwanda is prolific in arbitrary detention, torture and the repression of free speech. It is 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.” Amnesty UK's head of campaigns, Felix Jakens, said.
"Aston Villa should be well aware that Rwanda is seeking to leverage this partnership to create positive PR. 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.
Rwanda Development Board has previously described such criticism as misinformation and political pressure, saying Visit Rwanda showcases Rwanda’s commitment to peace, stability, and inclusive growth.
Rwanda's tourism board already has sponsorship agreements with Atletico Madrid and PSG, as well as US sports teams including the Los Angeles Clippers and Los Angeles Rams.
It previously had an eight-year sleeve sponsorship deal with Arsenal that ended last season. That deal sparked protests from sections of the London club's support.
Villa had been looking to replace its previous sponsor Betano after Premier League clubs agreed to end front-of-shirt sponsorship by betting firms. 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.
Rwanda says the sponsorship strategy lifted visitor arrivals to 1.3m in 2024, generating $650m in tourism revenue, though the figures have not been independently verified.
