Rwanda signed a reported $26 million-a-year sponsorship deal with Aston Villa, making Visit Rwanda the club's Principal Partner and Official Coffee Provider.
Under the multi-year deal, Visit Rwanda's branding will appear in front of the men's, women's and academy teams' shirts.
The agreement, described by the club as the most significant sponsorship in its history, further expands Rwanda's strategy of using elite European football to boost tourism, attract investment and open new markets for its specialty coffee.
The agreement also gives Rwanda an opportunity to showcase one of its most valuable exports.
Under the multi-year deal, Visit Rwanda's branding will appear in front of the men's, women's and academy teams' shirts.
The agreement, described by the club as the most significant sponsorship in its history, further expands Rwanda's strategy of using elite European football to boost tourism, attract investment and open new markets for its specialty coffee.
The agreement also gives Rwanda an opportunity to showcase one of its most valuable exports.
As Aston Villa's Official Coffee Provider, Rwandan coffee will feature across the club's commercial and hospitality activities, adding an export promotion dimension to Kigali's long-running sports marketing strategy.
Over the past eight years, Kigali has signed partnerships with some of Europe's biggest football clubs, including Arsenal, Paris Saint-Germain, Atlético Madrid and Bayern Munich, using the "Visit Rwanda" brand to promote tourism, investment and business opportunities.
Credit: Business Insider Africa
Over the past eight years, Kigali has signed partnerships with some of Europe's biggest football clubs, including Arsenal, Paris Saint-Germain, Atlético Madrid and Bayern Munich, using the "Visit Rwanda" brand to promote tourism, investment and business opportunities.
Credit: Business Insider Africa
