Rwanda has started a new phase of its international sports marketing campaign after signing a reported £20 million-per-season front-of-shirt sponsorship agreement with Aston Villa, following the end of its eight-year partnership with Arsenal.

Through its Visit Rwanda campaign, Kigali has invested heavily in partnerships with leading football clubs including Arsenal, Paris Saint-Germain, Bayern Munich and Atlético Madrid, aiming to promote tourism, attract foreign investment and strengthen the country's international image.

According to the Rwanda Development Board, tourism revenue increased to about US$685 million in 2025, with visitor numbers also rising, and officials say the campaign has contributed to those results.

However, Rwanda's sports diplomacy now faces greater international scrutiny because of allegations that it supports the M23 rebel group in eastern Democratic Republic of Congo, claims that the Rwandan government strongly denies.

The controversy has led to criticism from activists, politicians and some football supporters, with protests taking place during Arsenal's final season under the sponsorship.While Bayern Munich ended its commercial sponsorship arrangement, PSG and Atlético Madrid have also faced pressure over their links with Rwanda.Aston Villa says the new partnership will promote tourism, investment, football development, leadership programmes and charitable activities.

Analysts quoted in the article argue that European football remains a powerful platform for promoting a country's image, although opinions differ on whether political controversies reduce the effectiveness of such sponsorships.

Some experts believe most football supporters pay little attention to the political background of sponsors, while others argue that sports partnerships cannot easily be separated from international politics.