Rwanda’s tourism brand Visit Rwanda secures Aston Villa front-of-shirt deal
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The tourism promotion brand will appear on Aston Villa's men's, women's and academy team shirts from the 2026/27 season under what the club says is the biggest sponsorship deal in its history.
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"The Rwandan Development Board's branding will appear on the front of all men's, women's and academy teams' shirts, as well as in a number of other prominent spaces, in an agreement that will be the most important sponsorship deal in the history of the football club," Aston Villa said, without disclosing the value of the deal.For Rwanda, the partnership marks another milestone in its long-term strategy of using global football to promote the country's tourism, investment and business opportunities."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," said Janet Karemera, Chief Executive Officer of the Rwanda Convention Bureau (RCB)."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."Visit Rwanda has previously partnered with several of Europe's top football clubs, including Paris Saint-Germain and Atlético Madrid. Its £10 million (Sh1.8 billion)-a-year sleeve sponsorship deal with Arsenal ended after eight years at the close of last season.
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