From Arsenal’s Sleeve to Aston Villa’s Shirt: How Rwanda Is Using Football to Drive Tourism Growth | For millions of football fans around the world, watching Arsenal in the Premier League meant seeing more than just goals, rivalries and famous players. On the club’s shirt was a message that introduced a small East African nation to a global audience: Visit Rwanda.
The partnership between Rwanda and Arsenal, which began in 2018, became one of football’s most recognised tourism campaigns. Instead of relying only on traditional advertising, Rwanda used the global reach of the Premier League to showcase its landscapes, wildlife, culture and investment opportunities to millions of viewers worldwide.
Through Arsenal’s international fanbase, Rwanda was able to promote attractions such as mountain gorilla trekking, national parks, luxury tourism experiences and the country’s growing reputation as a modern African destination. Every televised match became an opportunity to place Rwanda in front of potential visitors from Europe, Asia, North America and beyond.
The partnership demonstrated the power of football as a marketing tool. A football shirt is no longer just a piece of sports equipment; it has become a global advertising platform capable of influencing how people view countries and brands.
According to Rwanda’s Development Board, the country recorded around 1.3 million visitors in 2024, generating approximately $650 million in tourism revenue. Rwanda’s tourism growth has been supported by several initiatives, with international partnerships such as football sponsorships helping increase global awareness of the country.
However, Rwanda’s football journey entered a new chapter after its partnership with Arsenal came to an end. The country moved its Premier League sponsorship strategy to Aston Villa, where Visit Rwanda became a front-of-shirt partner.
The Aston Villa agreement is expected to provide even greater visibility because the tourism brand will appear in one of the most prominent positions on the club’s kit. With Aston Villa having supporters across different continents, Rwanda hopes the partnership will attract new audiences and encourage more people to discover the country.
The new deal is expected to promote Rwanda’s tourism attractions while also highlighting opportunities in business, culture and investment. By connecting with football supporters emotionally, Rwanda aims to turn fans watching from their homes into travellers visiting the country.
Beyond football, the partnership also has an important connection with aviation. A successful tourism campaign can create more demand for international travel, benefiting airlines, airports, hotels and travel companies.
As more people become interested in Rwanda, airlines could see increased passenger opportunities from travellers looking to explore Kigali, visit national parks or experience the country’s famous wildlife destinations. Football exposure can therefore create a chain reaction, connecting sports, tourism and aviation.
Rwanda’s Premier League partnerships show how modern football has expanded beyond the pitch. Clubs and countries now use the sport as a bridge to reach global audiences and create economic opportunities.
From Arsenal’s famous red shirt to Aston Villa’s claret and blue, Rwanda has used football as a global passport, hoping that millions who see its name during matches will one day become visitors arriving by air to experience the country for themselves.
From Arsenal’s Sleeve to Aston Villa’s Shirt: How Rwanda Is Using Football to Drive Tourism Growth | AviationGhana
