Aston Villa given sportswashing warning after huge Visit Rwanda deal

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FT Desk

Aston Villa have been cautioned that their new sponsorship agreement with Visit Rwanda, reportedly worth £20 million per year, could be used by the Rwandan government to improve its international image and divert attention from concerns over the country's human rights record.

Sportswashing is when a country, government, or organisation uses sport to improve its image and shift attention away from criticism or controversy. This can involve sponsoring teams, hosting major sporting events, or investing in clubs, with critics arguing that these efforts help distract from issues such as human rights abuses, corruption, or political repression.

The term is often used by critics and campaign groups, while those accused of sportswashing usually reject the claim and argue that their involvement in sport is intended to support tourism, investment, or economic development.

Visit Rwanda was a featured sleeve sponsor on Arsenal's jerseys for eight years until the end of the partnership at the conclusion of the 2025/26 season, while the organisation still has sponsorships in place with Atletico Madrid, Bayern Munich and Paris Saint-Germain.

They will replace Betano as Villa's main shirt sponsor for the men's, women's, and academy teams.

Last month, the Democratic Republic of Congo brought proceedings against Rwanda at the International Court of Justice, accusing the country of breaching several international treaties.

Rwanda has been accused of backing the rebel group M23 in the DR Congo, though they deny this. In February of 2025, the United Nations told the Rwandan government to “cease support to the M23 and immediately withdraw from DRC territory”.

Aston Villa is pleased to announce Visit Rwanda as the club’s Principal Partner, Official Tourism Partner and Official Coffee Provider. 🤝

— Aston Villa (@AVFCOfficial) July 14, 2026

"It's not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record," Felix Jakens, Amnesty International UK's head of campaigns, in a statement to BBC Sport.

"Aston Villa should be well aware that Rwanda is seeking to leverage this partnership to create positive PR. The country is prolific in arbitrary detention, torture and the repression of free speech – these are abuses at home.

"We are seeing bloodshed right before our eyes in the Democratic Republic of Congo, and Rwanda is playing a significant role in fuelling that conflict – both through its support to the M23 rebels and the direct actions of its military in Eastern Congo.

"Rwanda's sportswashing needs to be called out, and we'd like Aston Villa and the Premier League to play their part in this."

Villa were forced to find a new shirt sponsor after the promotion of betting companies as a club's main shirt sponsor was banned by the Premier League from the end of last season onwards.

"This is a very exciting partnership for Aston Villa and a symbol of the club's continuing expansion and growth into international markets, " Villa's President of business operations, Francesco Calvo, said.

"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."

The Athletic has confirmed that Aston Villa players will be expected to travel to Rwanda as part of the new deal between the two organisations.

Janet Karemera, Chief Executive Officer of Rwanda Convention Bureau, told the outlet:

“They’re (Villa) going to come to Rwanda. They’re going to visit. We have in our partnership the men’s team, women’s team are coming to visit. Also the executive leadership (team). On their board they have a board member who’s already invested in Rwanda. So I think they’re very much aware of the country and its ambitions.”

In 2025, DR Congo urged Arsenal, Bayern and PSG to end their "blood-stained" sponsorship deals with Rwanda.

Certain groups of fans among all three clubs have previously campaigned for the partnerships to be ended.

Villa have called the new move "the most important sponsorship deal in the history of the football club."