Rwanda’s tourism push has taken another confident step onto the global stage, this time through high-profile partnerships with two of America’s most influential sports teams: the Los Angeles Clippers of the NBA and the Los Angeles Rams of the NFL. The deals, unveiled this week, place the Visit Rwanda brand on jerseys, stadium screens, and in lounges frequented by some of the world’s wealthiest consumers. This move is not without precedent. Since 2018, Rwanda has invested in similar partnerships with Arsenal, Paris Saint-Germain, and Atlético Madrid. The results have been notable. Tourism revenues nearly doubled within six years, reaching $650 million in 2024. By targeting the United States, one of Rwanda’s top source markets for tourism, the strategy builds on what has already proved effective. California, the chosen entry point, makes sense. It is a hub of wealth, influence, and cultural reach. The Clippers deal ensures Rwanda’s visibility on the global stage of basketball, while the Rams partnership offers exposure in the world’s most lucrative sporting league. Beyond visibility, the agreements also carry substance. Rwandan coffee will be served to NBA fans, while youth development programmes and court refurbishments will link the partnerships to tangible benefits at home. Critics have asked whether sponsorships in elite sports are the best use of public funds. The answer depends on the return. The Rwanda Development Board expects the U.S. partnerships alone to bring in between $400 million and $500 million in tourism revenue over the next five years, helping the country move closer to its $1 billion annual tourism target by 2029. If these projections hold, the investment is more than justified. The broader picture is that Rwanda is not just selling gorilla trekking or safaris, it is positioning itself as a premium destination and an emerging hub for investment. Sports, with their global audiences, offer the perfect bridge. What comes next is crucial. We must now convert this visibility into sustained interest by improving visitor experience, expanding air connectivity, and ensuring that investment opportunities are well-packaged for the global market. Only then will the branding in Los Angeles truly translate into jobs, exports, and long-term growth back home.
