Aston Villa have been cautioned that their new £20m-per-year shirt sponsorship with Visit Rwanda could be used to sportswash the country’s human rights record, according to Amnesty International.
Under a multi-year agreement, Rwanda’s tourism board will replace Betano as the front-of-shirt sponsor across Villa’s men’s, women’s and academy teams. The club has described the partnership as the most significant sponsorship in its history, but Felix Jakens, Amnesty International UK’s head of campaigns, has voiced serious concerns.
Last month, the Democratic Republic of Congo filed a case at the International Court of Justice accusing Rwanda of breaching multiple international treaties. DR Congo alleges Rwanda deployed forces and supported armed groups to conduct unlawful military operations on its territory in the years following the 1994 genocide.
Rwanda denies backing rebels, but UN experts and several Western governments say Kigali supports M23, a major armed group operating in eastern DR Congo.
Jakens said Rwanda has a track record of using sport to polish its image and warned that Villa should recognize the government’s intent to generate positive PR. He cited arbitrary detention, torture and repression of free speech within Rwanda, and argued that the country is contributing to ongoing bloodshed in DR Congo through support for M23 and direct military action in the east. He called on Aston Villa and the Premier League to challenge what he described as sportswashing.
Villa were seeking a new shirt sponsor after Premier League clubs agreed to remove gambling brands from the front of matchday shirts by the end of last season.
The deal was negotiated by Francesco Calvo, president of business operations, his first major agreement since succeeding Chris Heck last year. Calvo said the partnership reflects Villa’s continued international growth and offers wide scope for collaboration, learning and innovation, with plans for initiatives spanning tourism, investment and sporting development.
Aston Villa have been contacted for further comment.