Visit Rwanda, the tourism brand of the Rwanda Development Board, has announced long-term sponsorships with two of Los Angeles’ most prominent professional sports franchises, the LA Clippers of the NBA and the Los Angeles Rams of the NFL.
For the first time, an African tourism brand has secured sponsorship agreements across both leagues, signaling a bold step in Rwanda’s growing strategy to position itself on the world stage through sport.
Already linked with Arsenal, Paris Saint-Germain, Atlético de Madrid, and an academy partnership with FC Bayern Munich, Visit Rwanda is now entering the U.S. market in a highly visible way.
“Sport connects people, uniting communities through shared values of excellence and aspiration. Through sponsorships with the LA Clippers and LA Rams, Rwanda and Los Angeles unite to promote the spirit of the game,” said Jean-Guy Afrika, CEO at RDB.
He explained that this engagement enables an export Rwanda’s unrivaled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere.
As part of the engagement, Visit Rwanda becomes the exclusive jersey patch sponsor of the LA Clippers, with its logo appearing on all game and practice jerseys both at home and away.
The brand also takes the role of coffee sponsor at Intuit Dome, where fans will experience Rwanda’s globally celebrated specialty coffee. The multi-year agreement extends beyond visibility, including youth development initiatives such as court refurbishments, coaching clinics, and cultural exchanges between Los Angeles and Rwanda.
The NBA’s African investments have grown through the Basketball Africa League (BAL), which held games at Kigali’s BK Arena earlier this year. This partnership builds on that momentum.
“There is tremendous confidence in the future of Africa, a continent with 11 of the 20 fastest-growing economies in the world,” said Gillian Zucker, CEO of Halo Sports and Entertainment.
“The energy that has brought the league to Rwanda has made this sponsorship a natural fit, one that is focused on growing the game and creating opportunities for young people,” he added.
For the Clippers, the partnership also comes with a strong community development agenda. The team will refurbish a basketball court in Rwanda and host annual training sessions for youth coaches at its San Diego G League affiliate.
In return, Rwandan coaches will have opportunities to share their expertise both virtually and in-person, creating a lasting knowledge exchange.
Similarly, Visit Rwanda is now the official international tourism sponsor of the Los Angeles Rams, SoFi stadium, and Hollywood Park, an ambitious urban development hailed as one of the most iconic global destinations under construction in the US.
The partnership includes entitlement rights to premium spaces within SoFi stadium, digital advertising on the celebrated Infinity Screen, and placements across hollywood park.
“This is a tremendous opportunity to have Visit Rwanda sponsor SoFi stadium and hollywood park. SoFi stadium was built to be the world stage,” said Otto Maly, President of Kroenke Holdings.
He expressed pleasure in having RD choose to promote tourism and travel to Rwanda here, in a destination that will host a historic string of global events over the next few years.”
“As we look to grow the Los Angeles Rams into a global brand, we are committed to identifying commercial opportunities that expand our reach,” said Kevin Demoff, President of the Rams.
He explained that this sponsorship not only builds on Visit Rwanda’s relationship with Arsenal but also gives a unique opportunity for the Rams to have a presence in Africa.
With two of the biggest U.S. sports franchises now carrying Rwanda’s tourism message, the partnership highlights the country’s confidence in the power of sport as a bridge between cultures.
More than just a sponsorship, it is a story of connection, ambition, and Rwanda’s unwavering vision to share its natural treasures with the world.
