Aston Villa’s recent sponsorship deal with Visit Rwanda has sparked controversy, drawing a warning from Amnesty International regarding the African nation’s human rights record. The Midlands club described the agreement, confirmed on Tuesday, as the "most important sponsorship deal in the history of the football club," with the Visit Rwanda logo set to appear prominently on all team shirts.

Felix Jakens, Amnesty UK’s head of campaigns, expressed skepticism about the partnership, stating, "It’s not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record." He emphasized that Aston Villa should recognize Rwanda’s intent to leverage this deal for positive public relations, highlighting the country’s issues with arbitrary detention, torture, and repression of free speech.

Jakens also pointed to Rwanda’s involvement in the ongoing conflict in the Democratic Republic of Congo, stating, "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."

He urged Aston Villa and the Premier League to acknowledge and address Rwanda’s sportswashing.

This situation echoes a previous controversy involving Arsenal, which ended its sleeve sponsorship with Visit Rwanda last month after facing pressure over the partnership.

From Aston Villa’s perspective, Francesco Calvo, the club’s head of business operations, characterized the partnership as a significant opportunity for growth in international markets, expressing excitement about potential collaborations in tourism, investment, and sporting development.

Visit Rwanda also sponsors Atletico Madrid and recently renewed its deal with Paris St Germain until 2028.