In a historic first, Rwanda's Visit Rwanda campaign partners with both the NBA's LA Clippers and the NFL's Los Angeles Rams, positioning Africa at the forefront of global sports marketing while targeting ambitious tourism growth.
Rwanda has made history in global sports marketing, becoming the first African tourism brand to sponsor both a National Basketball Association (NBA) and a National Football League (NFL) team.
On September 28, 2025, the Visit Rwanda campaign announced multi-year partnerships with the Los Angeles Clippers and Los Angeles Rams—marking a watershed moment in African sports diplomacy and branding.
From Kigali to LA!#VisitRwanda is now the official sponsor of the @LAClippers and @RamsNFL, the first African tourism brand in both the NBA & NFL.
— Visit Rwanda (@visitrwanda_now) September 29, 2025
$650M tourism revenue in 2024
Goal: $1B by 2029#VisitRwanda#RwandaInLA#NBA#NFLpic.twitter.com/WPfKHnXAny
A Deal That Redefined African Sports Marketing
Through the Clippers partnership, Visit Rwanda becomes the official jersey patch sponsor, with its logo featured on all game, practice, home, and away jerseys.
Beyond the court, the partnership extends to the new Intuit Dome, where Visit Rwanda is also the official coffee sponsor of the 18,000-seat arena.
For the Rams, Rwanda gains premium visibility at SoFi Stadium and Hollywood Park, including sponsorship of two exclusive venues—the West Owners Club on Level 2 and Level 3’s North Canyon Basin.
The campaign also takes over digital displays on the stadium’s 70,000-square-foot Infinity Screen, ensuring unmatched exposure during NFL games and global events.
Jean-Guy Afrika, CEO of the Rwanda Development Board, highlighted the deal’s importance: “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.”
Global Momentum in Sports Partnerships
These American ventures expand Rwanda’s already impressive sports sponsorship portfolio, which includes Arsenal, Paris Saint-Germain, Atlético de Madrid, and a youth academy program with FC Bayern Munich.
Rwanda’s 2018 partnership with Arsenal alone costs at least $12 million annually, reaching an estimated 35 million viewers globally each day.
The timing is strategic. Rwanda recently became the first African nation to host the Cycling World Championships and continues to stage the Basketball Africa League (BAL) playoffs at Kigali’s $104 million BK Arena, now East Africa’s largest indoor stadium.
Driving Tourism and Economic Growth
Sports marketing is central to Rwanda’s economic vision. The nation earned $647 million in tourism revenue in 2024, up 4.3% from the year before, and has set an ambitious goal of $1.1 billion annually by 2029.
Gorilla tourism led the way with $200 million in revenue—a 27% increase—while national parks generated $38.8 million, welcoming 138,000 visitors. Rwanda is also becoming a hub for international conferences and exhibitions, strengthening its global reputation as a business destination.
Why Los Angeles Matters
Choosing Los Angeles as a partner city reflects Rwanda’s strategy to align with global cultural and economic hubs. As America’s second-largest metropolitan area, LA represents an epicenter of entertainment and international influence.
The connection is reinforced by shared ownership ties: SoFi Stadium and Hollywood Park are owned by Stan Kroenke, who also owns Arsenal, one of Visit Rwanda’s first global sports partners.
Otto Maly, President of Kroenke Holdings, emphasized: “SoFi Stadium and Hollywood Park were built to be the World Stage and a true international destination.”
Community Engagement and Youth Development
Beyond visibility, these partnerships also bring grassroots benefits. The Clippers agreement will support basketball court refurbishments in Rwanda, youth coaching exchanges, and virtual training with Clippers staff.
The San Diego Clippers, the team’s G League affiliate, will host Rwandan youth coaches for annual development programs.
These initiatives align with the NBA’s long history of investment in Africa, particularly the Basketball Africa League, now in its fifth season and valued at $1 billion.
Managing Criticism and Controversy
While the deals draw global recognition, they are not without criticism. Rwanda’s sponsorships have faced scrutiny over alleged human rights issues and regional conflicts, with neighboring Congo calling for sports bodies to end their partnerships.
In response, Bayern Munich shifted its Visit Rwanda agreement to focus primarily on youth development rather than commercial exposure.
Still, analysts say the partnerships showcase Rwanda’s ability to leverage sport as both diplomacy and development.
The Future of African Sports Marketing
Rwanda’s success offers a blueprint for other African countries: start with European football, expand into U.S. sports, and anchor it all in strong domestic infrastructure.
The growing popularity of the Basketball Africa League and increasing global investment in African sports signal new opportunities ahead.
By 2029, as Rwanda pushes toward its tourism and revenue targets, its high-profile U.S. partnerships with the Clippers and Rams will stand as proof of concept that African brands can command space on the world’s biggest sporting stages.
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