Visit Rwanda, the tourism arm of the Rwanda Development Board, has signed multi‑year sponsorship deals with the LA Clippers, Los Angeles Rams, SoFi Stadium, and Hollywood Park. These deals mark the first time an African tourism brand has partnered with teams from both the NBA and NFL.

Under the Clippers arrangement, Visit Rwanda becomes the exclusive jersey patch sponsor and official coffee sponsor of the Intuit Dome, with its logo appearing on all home, away, and practice jerseys. The partnership also includes community investments: refurbishing basketball courts in Rwanda, holding coaching clinics in both Rwanda and Los Angeles, and facilitating exchanges that bring U.S. coaches to Rwanda for training sessions.

In the Rams deal, Visit Rwanda gains official international tourism sponsor status, securing branding rights at SoFi Stadium and Hollywood Park. This includes premium spaces—like the West Owners Club and the Level 3 North Canyon Basin—and extensive advertising visibility across stadium LED boards, Infinity Screen displays, IPTV systems, and other premium digital placements.

This move builds on Visit Rwanda’s already ambitious global sponsorship portfolio, which includes alliances with major European clubs such as Arsenal, Paris Saint‑Germain, Atlético de Madrid, and an academy program with FC Bayern Munich.

According to Jean‑Guy Afrika, CEO of the Rwanda Development Board, the partnerships are about more than branding: “This engagement enables us to export Rwanda’s unrivalled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere.” He sees sports as a bridge to global exposure and a way to position Rwanda as a destination for both tourists and investors.

While the partnerships promise increased visibility, they also arrive amid heightened scrutiny. In recent months, some critics have raised concerns about the ethics of sports sponsorships tied to national governments—especially when paired with geopolitical controversies. Most notably, Bayern Munich recently scaled back its “Visit Rwanda” branding deal, converting it into a youth development–focused arrangement following public pressure.

For Rwanda, however, these U.S. deals underscore a bold strategy: using sport as a tool for nation branding, tourism growth, and youth development. The success of these partnerships will depend not just on visibility, but on how well they balance image, impact, and accountability.

Source: New Times Rwanda; Reuters

Africa News

Visit Rwanda Breaks New Ground with NFL & NBA Sponsorship Deals