Earlier this week, the Rwanda Development Board (RDB), through its Visit Rwanda brand, announced a five-year partnership with the Los Angeles Clippers and Los Angeles Rams, making it the first time an African tourism brand has struck sponsorship deals with both an NBA and an NFL franchise. ALSO READ: Visit Rwanda signs new partnership agreements with NBA, NFL teams The dual agreement positions Inglewood, California — home to SoFi Stadium and the soon-to-open Intuit Dome — as a new stage for Rwanda’s tourism pitch. The deal ranges from jersey patches on the Clippers’ game and practice uniforms to stadium-wide branding during Rams fixtures. This means that when fans attend SoFi Stadium, one of the premier sporting venues in the world that can be expanded to fit 100,000 people, they will see Visit Rwanda signage throughout the building. ALSO READ: Why Visit Rwanda is targeting the US sports market Spectators will walk into the West Owners Club (on Level 2) and the North Canyon Basin (on Level 3) and be met with designs on the walls that highlight the nature of Rwanda and its landscape, according to the new agreement. Visit Rwanda will also have digital ads playing on Sofi Stadium’s 70,000 square foot Infinity Screen, in addition to LED displays across Hollywood Park, the entertainment complex connected to the venue. A decade-long move Jean-Guy Afrika, RDB Chief Executive, said the deal is the culmination of a long-term plan. He maintained that since 2003, Rwanda has pursued a deliberate strategy to build a premium tourism industry, starting with investments in infrastructure, airlines, and unique experiences such as gorilla trekking and canopy walks. When it became time to partner with major sporting brands, the first step was European soccer because of the high level of interest. However, eventually the decision was made to venture into United States opportunities – and it was a long process to pinpoint which teams and organizations made the most sense. He explained that options were narrowed down to put focus on Los Angeles. According to Afrika, the United States still represents the largest portion of Rwanda’s tourism revenues, and LA’s demographics aligned closely with the type of people who typically visit Rwanda. Figuring out which ones to focus on was the initial challenge. But when you look at the profile of the state itself, the fact that I believe it’s one of the highest income groups in the US ... it has the profile of a person with a high likelihood of traveling. Then, the choice was almost natural,” he said, reacting to the new partnership.” But, Afrika argued, this partnership shouldn’t only be about getting Rwanda on the map. He said that encouraging more athletic involvement and creating more avenues for the youth to participate within their communities should have a greater impact that transcends generations. “Beyond just using sports as a way to raise a sports partnership as a way to raise awareness, there’s also the values that we’re trying to instill in our society. Values that you know, arguably no other medium does better than sports, values like excellence, discipline, team spirit, values that ... even after you’ve played, continue to shape how you behave in society. “Beyond branding” The choice of the Rams and Clippers goes beyond brand placement. Under the new deal, both franchises are expanding their reach to international audiences. SoFi Stadium, with its 70,000-square-foot Infinity Screen and capacity of 100,000, will carry Visit Rwanda signage, digital ads, and customized lounges such as the “Visit Rwanda Lounge,” hosting more than 90 guests each game. “This is a tremendous opportunity,” reacted Otto Maly, President of Kroenke Holdings, which oversees SoFi Stadium. “Hollywood Park was built to be a world stage and international destination. We are pleased to see Rwanda choose this as its platform.” The Clippers also pointed out plans of betting on Africa’s long-term growth story. “The NBA is really looking toward the globalization of the game,” said Gillian Zucker, the team’s President of Business Operations. “More than half of the world’s fastest-growing economies are in Africa, and Rwanda has invested heavily in youth, technology, and infrastructure. It’s a natural fit.” RDB said that part of the deal includes refurbishing basketball courts and supporting coaching clinics in Rwanda, a move that echoes the Clippers’ earlier community work in Los Angeles, where owner Steve Ballmer helped renovate nearly 500 community courts. Zucker sees this as more than a branding exercise. “Sports teach collaboration, teamwork, and resilience, values that go far beyond the game. Helping create these opportunities for Rwanda’s youth is part of the vision,” she said. For RDB’s Chief of Strategy and Communications, Sheja Vallière, the community angle is central. “We want to see our courts refurbished and our coaches trained,” he said, “This is not just about attracting visitors but also encouraging investment. Both clubs are massively followed, and their influence on fans can open doors for Rwanda’s tourism and business ambitions.” Sports professionals who spoke to The New Times described the visibility as game-changing. Rwandan-Eritrean Coach Fenan Atobrhan said, “This is huge for Rwanda and Africa. From a sports angle, it’s a smart way to get the world’s attention. Jersey visibility in the NBA is really powerful; millions see it on TV, online, and on social media.” ALSO READ: From Eritrea to Rwanda: How one woman ‘hooped’ her way to coaching men in basketball Fenan, who was recently in the US for NBA 2K26 Summer League, added, “It sticks more than pitchside boards in football, which people mostly see for a few seconds. For Rwanda, this isn’t just about marketing; it’s putting the country on the global sports map and opening doors for tourism, investment, and talent development.” She said that while Rwanda has previously entered sports partnerships with European giants like Arsenal, Paris Saint-Germain, Atlético Madrid, and Bayern Munich, the U.S. move marks a ‘decisive’ new chapter. By embedding its name within the NFL and NBA, Rwanda is inserting itself into two of the most-watched and monetized sporting ecosystems on the planet, she said. RDB’s Sheja remained confident on the returns despite critics pointing to the cost. “Since 2018, when Visit Rwanda came into effect, the numbers are clear. $600 million in 2024 and the plan is to reach $1 billion in 2029. Being on the ground, talking directly to U.S. audiences through the NBA and NFL, is the best way to scale those numbers.”
