Amnesty International sends ‘sportswashing’ warning to Aston Villa over new Visit Rwanda sponsorship deal

Aston Villa’s new sponsorship deal with Visit Rwanda has immediately drawn a stark warning from Amnesty International, which claims the African nation will exploit the partnership to sportswash its “terrible” human rights record.

The Midlands club confirmed the agreement on Tuesday, describing it as the “most important sponsorship deal in the history of the football club.” The Visit Rwanda logo is set to feature prominently on the front of the men’s, women’s, and academy teams’ shirts.

However, the deal has been met with immediate scepticism by the human rights organisation.

Felix Jakens, Amnesty UK’s head of campaigns, told the Press Association: “It’s not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record.”

Mr Jakens continued, warning that “Aston Villa should be well aware that Rwanda is seeking to leverage this partnership to create positive PR.” He highlighted the country’s “prolific in arbitrary detention, torture and the repression of free speech – these are abuses at home.”

He also drew attention to the “bloodshed right before our eyes in the Democratic Republic of Congo”, stating that “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.”

Mr Jakens concluded: “Rwanda’s sportswashing needs to be called out, and we’d like Aston Villa and the Premier League to play their part in this.”

This controversy follows a similar situation involving Premier League champions Arsenal, whose sleeve sponsorship deal with Visit Rwanda, initiated in 2018, concluded only last month after the Gunners faced sustained pressure to terminate the agreement.

Offering the club’s perspective, Francesco Calvo, Villa’s head of business operations, told their official website: “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.”

Beyond the Premier League, Visit Rwanda also serves as the shirt sponsor for Atletico Madrid and last year extended its deal with back-to-back European champions Paris St Germain until 2028, a renewal that includes the Visit Rwanda logo on PSG’s men’s training kit and the women’s first-team kit.