Aston Villa has inked a new sponsorship deal with Visit Rwanda, reportedly worth £20m-a-year, replacing Betano on the front of their shirts across all teams. The club has hailed it as "the most important sponsorship deal in the history of the football club." However, Amnesty International UK has raised concerns, stating that Rwanda uses such partnerships for "sportswashing" to deflect from its alleged human rights record.

Felix Jakens of Amnesty International UK highlighted concerns about arbitrary detention, torture, and repression of free speech in Rwanda. He also pointed to the ongoing conflict in the Democratic Republic of Congo, where DR Congo accuses Rwanda of backing rebel groups and carrying out military operations. Amnesty urges Aston Villa and the Premier League to acknowledge these issues.

This sponsorship follows scrutiny of similar deals with Arsenal, Bayern Munich, and Paris Saint-Germain. While Arsenal will end its deal in 2026, PSG has extended theirs. Bayern is shifting focus to academy expansion. The Rwanda Development Board has previously defended its partnerships, calling them initiatives showcasing "peace, stability, and inclusive growth."