Last week, the Rwanda Development Board (RDB) announced a multi-year partnership with two of the United States’ top sports franchises, the Los Angeles Rams of the National Football League (NFL) and the Los Angeles Clippers of the National Basketball Association (NBA). Through the agreement, Visit Rwanda, RDB’s official tourism brand, will gain prominent visibility during Rams and Clippers games, including on team jerseys and across the home stadiums of both teams. Beyond becoming the exclusive jersey patch sponsor of the Los Angeles Clippers, Visit Rwanda will also serve as the official coffee sponsor of Intuit Dome, the team’s new state-of-the-art home arena. The tourism brand will further extend its presence through a partnership with the Los Angeles Rams, becoming an official international tourism sponsor of the team, SoFi Stadium, and Hollywood Park, the largest urban mixed-use development in the western United States. As part of the collaboration, Visit Rwanda will receive digital advertising placements on SoFi Stadium’s iconic Infinity Screen, as well as on LEDs and IPTV displays throughout the stadium and across Hollywood Park. These advertisements will be featured during Rams games and other non-NFL events. ALSO READ: Visit Rwanda signs new partnership agreements with NBA, NFL teams The choice of California was a deliberate move by the government to elevate the country’s tourism profile and attract more investments from American firms that want to scale beyond the U.S. California is extremely prominent globally, boasting the world's 4th largest economy and leading the U.S. in venture capital, new business starts, and high-tech manufacturing. Why California According to Abdul Bigirumwami, a Rwandan businessman based in Los Angeles, California stands at the forefront of the global economy, serving as a powerhouse of innovation, technology, and cultural diversity. “For instance, Silicon Valley, renowned as the world's innovation hub, drives advancements in tech, startups, and venture capital, shaping future industries and economic trends worldwide,” he observed. Los Angeles, in particular, boasts a vibrant, diverse metropolis that fuels creative industries, entertainment, international trade, and tourism, making it a key player in global markets. “These aspects exemplify California’s dynamic influence on the world economy—innovating, connecting, and leading across sectors on the international stage,” he noted. ALSO READ: Why Visit Rwanda is targeting the US sports market Bigirumwami believes Rwanda’s decision to partner with the two prominent Los Angeles sports teams will boost Rwanda’s presence on the international stage, positioning it as a vibrant, welcoming, and modern destination. According to the International Monetary Fund’s (IMF) 2024 World Economic Outlook data, and US Bureau of Economic Analysis (BEA) data, California’s nominal GDP reached $4.1 trillion, surpassing Japan’s $4.02 trillion. This implied California was the fourth economy in the world – as a subnational economy – behind only the United States, China, and Germany in global rankings. Bigirumwami indicated that the fact that California’s GDP exceeds that of most countries, reflects its extensive influence driven by technological innovation, entertainment, agriculture, and international trade. “By aligning with innovation hubs in California, Rwanda aims to showcase its commitment to sustainable growth and create opportunities for American investors in our burgeoning sectors,” he noted. California is particularly known for its global influence on cinema, entertainment, fashion, sports, media, manufacturing, and high-tech. It is home to Hollywood, a legendary hub of American motion picture industry, dominated by five movie studios: Disney, Universal, Sony Pictures, Paramount, and Warner Bros. ALSO READ: Why new Visit Rwanda, Clippers, and Rams sponsorship pact is a big deal Bonita Mutoni, Founder of Uber Luxe Safaris, a Rwanda-based company which specialises in providing safari services in East Africa, told The New Times that the United States is one of the largest markets for leisure tourism. Traditionally, she said, US travellers who come to Africa combine destinations such as Kenya or Tanzania for safari experiences with Rwanda for gorilla trekking. However, it’s important to highlight that Rwanda, as a standalone destination, offers both exceptional safari and primate trekking experiences, she pointed out. “California, in particular, was a strategic choice for Visit Rwanda’s marketing efforts, as it is home to residents with high disposable incomes who are eager to spend on unique and meaningful travel experiences in Africa,” she observed. For Film producer Yves Mizero, the partnerships present a significant commercial opportunity especially for the culture industry, given the global visibility of the teams involved. “These collaborations showcase Rwanda’s natural and cultural assets to a worldwide audience, boosting interest in the country as a tourism and investment destination,” he said. Mizero added that while film is a vital part of Rwanda’s cultural economy, global awareness remains limited. “This exposure positions Rwanda on the international film map, fostering cross-border collaborations that will generate jobs and increase industry revenues.” By tapping into these partnerships, Rwanda hopes to generate more tourism revenue. It hopes to increase tourism receipts from $620 million in 2023 to $1.1 billion by 2029.
