Stefan Borson concerned by 'controversial' sponsorship as Aston Villa in talks over '£10m' deal

Aston Villa's soon-to-be-announced partnership with Visit Rwanda could earn the club up to £10million-a-year starting from 2026-27.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the deal is unlikely to be a front-of-shirt sponsor for Villa's new kits.

The Villans are currently without a front-of-shirt sponsor ahead of the 2026-27 campaign, with supporters waiting anxiously for an announcement that doesn't appear close at all.

However, the partnership with Visit Rwanda is expected to be announced very soon, which could be a huge financial boost at Villa Park.

Betano and Trade Nation have both been forced out of B6, with changes to sponsorship rules making it a sellers' market, keeping some clubs in the dark over new deals.

Although supporters will be relieved to see Villa in advanced talks over a sponsor, Borson has raised some concerns over Visit Rwanda following their eight-year partnership with Arsenal.

Speaking exclusively to Football Insider, Borson has questioned how valuable the deal is really going to be, and whether it is worth doing business with the Visit Rwanda.

"It'll be worth £5m to £10m [per year], probably, but, obviously, it's controversial with Visit Rwanda and I think that probably means that it's not going to be a front-of-shirt sponsor," he said.

"It is going to be, at most, the sleeve. Look at, and I did recently, the tourism numbers for Rwanda since Visit Rwanda was on the Arsenal sleeve and elsewhere.

"It's not exactly been dramatic. They have very, very few visitors from Europe. So you'd have to question what that's all about.

"I don't think it's going to be super, super valuable and I'd be surprised if they'd want it on the front of their shirt given the controversy."

The clock is ticking for the Villans to get business done off the pitch, but they certainly aren't alone in the Premier League right now.

Many clubs have relied heavily on the investments coming from gambling sponsors, but that is longer an option, and Chelsea are in a similar boat heading into the new season.

Coca-Cola, Audi and Xapo Bank have all been rumoured as potential options at Villa Park, but the silence emerging from Villa Park is beginning to become defeaning.

The majority of supporters believe that Coca-Cola are the most likely sponsors for the front-of-shirt deal, but it is anyone's guess right now.