'Visit Rwanda': Will Aston Villa's deal boost tourism?
23 Jul 2026, 14:58 GMT
Topic: World
Source URL: https://www.dw.com/en/visit-rwanda-will-aston-villa-s-deal-boost-tourism/audio-78086967?maca=en-podcast_africalink-8027-xml-mrss
Rwanda has doubled down on its "Visit Rwanda" bold sports-marketing strategy, signing a landmark front-of-shirt deal with English premiership side Aston Villa worth up to £20 million annually. But can these partnerships reshape Rwanda's international image leveraging football's global stage? Eddy Micah Jnr speaks to Dr Alphonse Habimana, tourism expert and analyst and DW's Alex Ngarambe.