Rwanda expects a new partnership between its Visit Rwanda tourism brand and English Premier League club Aston Villa to strengthen tourism promotion, support football development and create new opportunities for young talent, officials said.
The partnership, announced on July 14, 2026, is part of Rwanda’s broader strategy of using sports to increase the country’s global visibility, attract visitors and promote investment.
Sports Minister Nelly Mukazayire said the agreement would help expand opportunities in football by supporting talent development, knowledge sharing and efforts to build a stronger sports sector.
“Visit Rwanda’s partnership with Aston Villa opens new opportunities to develop football, promote talent and share knowledge,” Mukazayire said in a statement posted on X on Thursday. “It strengthens Rwanda’s vision of building a competitive sports sector and creating pathways for talented young people to reach international levels.”
She added that Rwanda was looking forward to opportunities from the partnership to advance football and support future generations of Rwandan players.
The Rwanda Development Board (RDB), which promotes the Visit Rwanda brand, said the partnership aligns with the country’s efforts to position itself as a destination for tourism, investment, business and international events.
RDB said working with a globally recognised football club would help Rwanda use the international reach of sport to showcase the country and strengthen awareness of its tourism offerings.
The partnership with Aston Villa adds to Rwanda’s growing use of sports as a platform for economic development and global engagement. Through the Visit Rwanda programme, the country has previously partnered with international sports organisations to promote its image and attract visitors.
Officials said the collaboration will also provide opportunities for sharing expertise and supporting the development of Rwanda’s football ecosystem, particularly among young players.
The agreement comes as Rwanda continues efforts to expand its presence in international tourism and sports markets, using major global platforms to promote the country as a destination for visitors, investment and business.
The Visit Rwanda-Aston Villa partnership was officially announced on July 14, 2026.
