This marks the first time an African tourism brand has secured sponsorships across both the NBA and NFL, further expanding Visit Rwanda's global sports footprint.
The new partnerships add to Visit Rwanda's growing portfolio of sports sponsorships, which already includes collaborations with Arsenal, Paris Saint-Germain (PSG), Atlético de Madrid, and an academy partnership with FC Bayern Munich.
'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, Rwanda Development Board CEO.
'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.'
Under the agreement, Visit Rwanda will become the exclusive jersey patch sponsor of the Clippers and the official coffee sponsor of Intuit Dome. The sponsorship will include Visit Rwanda branding on all game and practice jerseys, both at home and on the road.
The multi-year deal will also feature community initiatives in Los Angeles and Rwanda, such as court refurbishments and coaching clinics.
The NBA has long prioritised international growth, including the creation of the Basketball Africa League (BAL), a partnership with FIBA featuring 12 African club teams. Since its launch in 2021, the BAL has hosted games across the continent, including at Rwanda's BK Arena, providing young athletes opportunities to develop their skills and experience the values of teamwork and community.
'The energy and passion for basketball across Africa, including in Rwanda, makes this sponsorship a natural fit,' said Gillian Zucker, CEO of Halo Sports and Entertainment. 'It's focused on growing the game and creating meaningful opportunities for young people.'
As part of the engagement, the Clippers will refurbish a basketball court in Rwanda. The team's G League affiliate, the San Diego Clippers, will host Rwandan youth coaches for annual training sessions and provide virtual coaching support to help elevate local talent.
Visit Rwanda will also become an official international tourism sponsor of the Los Angeles Rams, SoFi Stadium, and Hollywood Park, the largest urban mixed-use development currently under construction in the western United States. The sponsorship includes naming rights for two premium spaces within SoFi Stadium and digital advertising across the venue.
'This sponsorship not only builds on Visit Rwanda's long-standing relationship with Arsenal but also gives us a unique opportunity to strengthen our presence in Africa,' said Kevin Demoff, President of the Los Angeles Rams.
With these agreements, Visit Rwanda continues to leverage sport as a platform to promote tourism, youth development, and Rwanda's global brand, connecting fans in Los Angeles and around the world to the nation's natural beauty and vibrant culture.
Wycliffe Nyamasege
