Aston Villa joins hands with Visit Rwanda for Principal Partnership

English football club Aston Villa has signed a new partnership with tourism brand Visit Rwanda, who will join the club as the Principal Partner and also their Official Tourism Partner and Official Coffee Provider. Visit Rwanda will have branding on the front of the shirts of the Aston Villa men’s, women’s and Academy teams and also across various other club assets.

Francesco Calvo, President of Business Operations, Aston Villa, commented,

“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.”

Janet Karemera, Chief Executive Officer of Rwanda Convention Bureau (RCB), added,

“This sponsorship is a powerful expression of Rwanda’s ambition to engage global audiences through one of the world’s most influential platforms and position our country as a destination to visit, invest and do business. Bringing together the Land of a Thousand Hills and the City of a Thousand Trades celebrates a shared commitment to enterprise, innovation and ambition. Building on eight successful years of raising awareness and engagement in the United Kingdom, one of Rwanda’s key tourism source markets, we look forward to working with Aston Villa to expand our reach to new audiences in the UK, across Europe and beyond. Through this partnership, we aim to deepen the connection with those already considering travel to Rwanda, whether for tourism, investment or business events, all while contributing to the long-term growth and development of the football ecosystem in Rwanda.”