RDB CEO Jean-Guy Afrika: Visit Rwanda–Aston Villa Partnership Marks a Major Step for Rwanda’s Global Brand

The Chief Executive Officer of the Rwanda Development Board (RDB), Jean-Guy Afrika, has described the new partnership between Visit Rwanda and Aston Villa FC as a significant milestone that will help Rwanda strengthen its global image as a country full of opportunities in tourism, investment, and trade.

On Tuesday, July 14, 2026, RDB, through its Visit Rwanda initiative, officially announced a long-term partnership with English Premier League club Aston Villa FC. Under the agreement, the Visit Rwanda logo will appear on the front of Aston Villa’s match shirts as the club’s Front-of-Shirt Partner, while Visit Rwanda will also become the club’s exclusive tourism and coffee partner.

In a message shared on X, Jean-Guy Afrika said the partnership will enable Rwanda to reach millions of football fans around the world by promoting the country through one of the world’s most widely followed sports.

He emphasized that the partnership is not only aimed at promoting Rwanda’s tourism sector but also at creating greater opportunities for investment, trade, and positioning the country as an attractive destination to visit and do business.

Aston Villa FC is one of England’s most prominent football clubs and continues to compete in major European competitions, a factor expected to significantly increase the global visibility of the Visit Rwanda brand.

The agreement further strengthens Visit Rwanda’s strategy of using sports as a platform to promote the country, attract international tourists, and expand business and investment opportunities worldwide.