In a landmark move, Rwanda’s national tourism brand, Visit Rwanda, has signed multi-year sponsorship agreements with the NBA’s Los Angeles Clippers and the NFL’s Los Angeles Rams, making it the first African tourism brand to partner simultaneously with teams from both major U.S. professional leagues.
Under the agreement with the Clippers, Visit Rwanda will serve as the exclusive jersey patch sponsor and the official coffee sponsor of the Intuit Dome arena. The Visit Rwanda logo will appear on all game and practice jerseys, as well as in multiple digital and arena placements. The partnership also extends beyond branding, incorporating community development programs such as basketball court refurbishments in Rwanda, youth coaching programs, and exchange clinics that will bring together coaches from Los Angeles and Rwanda to promote talent development and cultural exchange.
On the NFL side, Visit Rwanda becomes the official international tourism sponsor of the Los Angeles Rams, SoFi Stadium, and Hollywood Park. The deal grants premium entitlement rights to exclusive areas within SoFi Stadium, including the West Owners Club and the Level 3 North Canyon Basin. Additionally, the partnership provides extensive branding exposure across digital platforms, stadium LED boards, IPTV systems, and the massive Infinity Screen that dominates the venue’s interior.
These partnerships form a key component of Rwanda’s broader strategy to accelerate its tourism growth. In 2024, the country’s tourism sector generated approximately $650 million in revenue, representing an impressive rebound and nearly doubling the figures from earlier in the decade. Rwanda has now set its sights on surpassing $1 billion in annual tourism revenue by 2029. According to Vallière Sheja, Chief Strategy and Communications Officer at the Rwanda Development Board (RDB), the new U.S. partnerships represent a deliberate step toward engaging high-value markets, particularly in California, a region renowned for its wealth, tourism culture, and extensive media influence.
By aligning with two major U.S. sports franchises, Rwanda aims not only to increase tourist arrivals but also to attract foreign investment and enhance its international reputation. Visit Rwanda’s decision to enter the American sports market builds on its established track record of high-profile sponsorships with European clubs such as Arsenal, Paris Saint-Germain, and Atlético de Madrid, as well as its youth academy collaboration with Bayern Munich. The partnerships with the Clippers and Rams represent an expansion into the U.S. market and a shift toward positioning Rwanda as a global tourism brand.
The collaboration with the Clippers also includes basketball development projects linking Los Angeles and Rwanda. The Clippers’ G League affiliate in San Diego will host Rwandan youth coaches for professional training. At the same time, members of the Clippers’ coaching staff will travel to Rwanda to conduct local clinics. This initiative aligns with Visit Rwanda’s long-term vision of using sports not only as a promotional tool but also as a platform for education, youth empowerment, and cultural exchange.
For the Los Angeles Rams, the partnership provides an opportunity to introduce Rwanda to millions of NFL fans across the United States and beyond. Through in-game branding, digital engagement, and on-site activations, the Rams are expected to help amplify Rwanda’s message of sustainable tourism and investment potential. SoFi Stadium’s global visibility and advanced technological setup make it an ideal platform for Rwanda’s marketing ambitions.
However, the partnerships have not come without criticism. Rwanda’s government has faced scrutiny from international observers and human rights organizations, and previous sports sponsorships have drawn debate over the ethics of such deals. Some analysts argue that while these partnerships showcase Rwanda’s ambition and creativity, they also risk reigniting discussions about the intersection of sports, politics, and accountability.
The long-term success of the Visit Rwanda partnerships will ultimately depend on their ability to deliver tangible results, whether in increased tourism numbers, investment inflows, or an enhanced international image. Beyond mere visibility, Rwanda’s challenge lies in converting global curiosity into sustained engagement and travel.
If these efforts succeed, Rwanda’s collaboration with the Clippers and Rams could serve as a model for how smaller nations use global sports partnerships to redefine their economic and cultural presence. The combination of strategic branding, youth engagement, and international exposure could help Rwanda bridge the gap toward its ambitious $1 billion tourism revenue target by 2029. Should this vision come to fruition, Visit Rwanda will not only have secured a first for African tourism but also demonstrated the transformative power of sports diplomacy in shaping a nation’s global identity.
