Aston Villa's Rwanda sponsorship draws rights group criticism

Aston Villa's new sponsorship agreement with Visit Rwanda has sparked criticism from human rights campaigners, who argue the African nation is using the deal to improve its international image. The multi-year deal, reportedly worth around £20 million ($26 million) annually, was signed on Tuesday.

Amnesty International UK warned that the partnership could enable Rwanda to "sportswash" its human rights record. The organization pointed to allegations concerning Rwanda's involvement in the conflict in neighboring Democratic Republic of Congo. The Rwandan government consistently denies backing any rebel groups in Congo.

"It's not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record," Amnesty UK's head of campaigns, Felix Jakens, told BBC Sport. "Aston Villa should be well aware that Rwanda is seeking to leverage this partnership to create positive PR ... Rwanda's sportswashing needs to be called out, and we'd like Aston Villa and the Premier League to play their part in this."

This is not the first time Rwanda has faced scrutiny for such deals. The nation's tourism board previously had an eight-year sleeve sponsorship with Arsenal, which ended last season and also led to protests from some supporters. Rwanda also holds sponsorship agreements with Atletico Madrid and Paris Saint-Germain, along with U.S. sports teams like the Los Angeles Clippers and Los Angeles Rams.

Manažment Aston Villa was reportedly seeking a replacement for its previous sponsor, Betano, after Premier League clubs agreed to end front-of-shirt sponsorships by betting firms.

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It's not new that Rwanda is using sportswashing to deflect attention from its terrible human rights record. Aston Villa should be well aware that Rwanda is seeking to leverage this partnership to create positive PR ... Rwanda's sportswashing needs to be called out, and we'd like Aston Villa and the Premier League to play their part in this.