The latest partnership, which also includes the NBA's LA Clippers, marks the first time an African tourism brand has partnered with an NFL franchise, underlining Rwanda's ambition to use sport as a global bridge to attract tourism, investment and visibility.
As part of the multi-year agreement, Visit Rwanda will serve as an official international tourism sponsor of the Rams, SoFi Stadium and Hollywood Park, the vast entertainment complex that has transformed Inglewood into one of America's premier sports and leisure destinations.
The partnership provides Rwanda with significant visibility inside SoFi Stadium, including digital advertising on the venue's massive Infinity Screen and throughout its LED and IPTV displays.
The Visit Rwanda brand will also feature in two of the stadium's most exclusive spaces, the West Owners Club on Level Two and the North Canyon Basin on Level Three, where Rwanda's natural beauty and tourism highlights will be showcased through innovative design features.
A club with a storied journey
For those less familiar with the Rams, they are one of the most storied franchises in the National Football League, with a history stretching back nearly nine decades. The team was founded in 1936 as the Cleveland Rams before relocating to Los Angeles in 1946, becoming the first professional football team to establish itself on the American West Coast.
In 1995, the Rams moved again, this time to St. Louis, where they enjoyed a golden era, capturing their first Super Bowl in 1999 with an explosive, high-scoring offence that earned the nickname 'The Greatest Show on Turf.' In 2016, the franchise returned to Los Angeles, reaffirming its deep roots in the city.
The Rams have won championships in three different cities â€" Cleveland, Los Angeles and St. Louis â€" a unique distinction in the NFL. They are two-time Super Bowl champions, most recently lifting the trophy in 2022 after a 23-20 victory over the Cincinnati Bengals.
Their earlier triumph came in 2000, when they defeated the Tennessee Titans to cap off a memorable season. Beyond those modern victories, the Rams also claimed two NFL titles in the pre-Super Bowl era, in 1945 and 1951.
Modern stars and leadership
The modern Rams are led by head coach Sean McVay, one of the youngest and most innovative tacticians in the league. McVay masterminded the team's most recent Super Bowl win, cementing his reputation as one of football's brightest minds.
On the field, the Rams boast a blend of established veterans and rising stars. Quarterback Matthew Stafford, the experienced leader of the offence, guided the team to its 2021 title. Wide receiver Cooper Kupp, the hero of their 2021 title run who captured the 'triple crown' and Super Bowl MVP, remains an iconic figure in franchise history, though he left the team in the 2025 offseason to join NFC West rivals, the Seattle Seahawks.
Younger talents such as Puka Nacua, who shattered rookie receiving records, and running back Kyren Williams, who has brought fresh dynamism to the attack, represent the future of the franchise.
SoFi stadium
Central to the Rams' modern identity is SoFi Stadium, their state-of-the-art home, which opened in 2020. Costing nearly five billion US dollars to build, the venue is widely regarded as the most advanced stadium in the world, with a seating capacity of 70,000 and the ability to expand to 100,000 for major events.
Beyond football, it has already hosted the Super Bowl, will stage matches during the 2026 FIFA World Cup, and is scheduled to play a central role in the 2028 Los Angeles Olympic Games.
The surrounding Hollywood Park development, spearheaded by Rams owner Stan Kroenke, includes retail, office space, residences and leisure facilities, making it a global destination in its own right.
More than a game
Off the field, the Rams have carved a strong identity in their community. Based in Inglewood, the team has invested heavily in programmes that focus on education, health, equality and youth development.
Initiatives such as 'Rams pLAymakers,' which honours community leaders driving social change, and 'RISE with the Rams,' which promotes racial equality among young athletes, reflect the organisation's commitment to using sport as a force for good.
Why this partnership matters
The partnership with Visit Rwanda places the country at the centre of this global spotlight. With millions of viewers tuning in to Rams games across the United States and beyond, Rwanda gains a powerful platform to showcase its gorilla trekking adventures, lush national parks, cultural heritage and status as a rising tourism destination.
The collaboration echoes Rwanda's other high-profile sponsorships with Arsenal, Paris Saint-Germain and Atlético de Madrid, but stands out as the first venture into American football â€" a sport with a massive domestic following and growing international appeal.
For Rwanda, the agreement is more than a marketing exercise. It is a statement of intent, an effort to connect with the U.S., already its largest source of tourism revenue, and to reach global audiences who associate the NFL with spectacle, scale and excellence.
For the Rams, it offers a new connection to Africa, a continent with a rapidly growing youth population that is increasingly engaged with global sport.
In combining the Rams' reputation as a powerhouse of American football with Rwanda's image as a premier African travel destination, this partnership represents a meeting of ambition and vision.
As the Rams continue their pursuit of further championships and Rwanda builds towards its tourism targets, both brands stand to gain from this unique and timely collaboration.
Wycliffe Nyamasege
