From Madrid to Los Angeles—2025 opened new horizons for Visit Rwanda

In 2025, Visit Rwanda significantly reshaped its global marketing strategy, moving beyond its traditional focus on European football to target major sports markets in the United States and Spain. The shift is aimed at attracting high-value tourists and investors—particularly from the US—while expanding Rwanda’s global visibility through elite sports partnerships. As part of this strategic realignment, Visit Rwanda will conclude its eight-year sponsorship with Premier League club Arsenal in June 2026. In its place, Rwanda has signed new high-profile partnerships with Spain’s Atlético de Madrid, the NBA’s LA Clippers, and the NFL’s LA Rams. These deals are expected to support Rwanda’s ambition of generating $1 billion in tourism revenue by 2029, while also promoting Rwandan coffee, investment opportunities, and the country’s cultural appeal. First African partner for Atlético de Madrid In April, the Rwanda Development Board (RDB) and Atlético de Madrid—an 11-time Spanish LaLiga champion—announced a landmark multi-year partnership, making Visit Rwanda the Spanish club’s first-ever African commercial partner. The agreement runs until June 30, 2028. The partnership provides Rwanda with access to Spanish-speaking audiences worldwide and serves as a platform to showcase the country’s tourism offerings, investment potential, and cultural heritage. Under the deal, Visit Rwanda branding will appear on the men’s first-team training and warm-up kits for the remainder of the current LaLiga season and during the Club World Cup. From next season, the branding will also feature on the women’s first-team training kits and on the back of official match jerseys for both the men’s and women’s teams. RDB CEO Jean-Guy Afrika said the partnership was carefully chosen, noting that Atlético de Madrid’s values of “resilience, discipline, and excellence closely align with Rwanda’s national ethos and transformation journey.” Strategic shift to the US market Visit Rwanda has also expanded its footprint in the United States, strengthening its presence in some of the country’s most influential sports leagues. In late 2025, it became the LA Clippers’ exclusive jersey patch sponsor, secured exclusive coffee sponsorship rights at the team’s new Intuit Dome, and was named an official tourism partner. Additionally, Visit Rwanda signed partnerships with the LA Rams and Hollywood Park, gaining extensive stadium exposure and broader branding opportunities. These agreements are designed to promote Rwanda through American football and basketball, while also supporting community initiatives in both Los Angeles and Rwanda. Is the shift worth it? That would be quick to make such a statement, but so far, the answer appears to be yes. The US and Spanish partnerships build on Visit Rwanda’s earlier collaborations with European football giants such as Paris Saint-Germain (PSG) and Arsenal. According to Afrika, the United States remains Rwanda’s largest source of tourism revenue, and Los Angeles’ demographics closely match the profile of travelers most likely to visit the country. “Figuring out which markets to focus on was the initial challenge,” Afrika said. “But when you look at the profile of the state itself—one of the highest-income groups in the US—it has the characteristics of people with a high likelihood of traveling. The choice was almost natural.” Afrika added that the partnerships with the Rams and Clippers go beyond simple brand placement. Both franchises are expanding their international reach, offering Rwanda access to a global audience. At SoFi Stadium, which has a capacity of up to 100,000 and features a 70,000-square-foot Infinity Screen, Visit Rwanda branding will appear through stadium signage, digital advertising, and customized hospitality spaces such as the “Visit Rwanda Lounge,” which will host more than 90 guests per game. “This is a tremendous opportunity,” said 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.” With Los Angeles set to host the 2028 Olympic Games, Visit Rwanda stands to gain even more global exposure—potentially reinforcing the long-term value of its bold strategic shift.

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From Madrid to Los Angeles—2025 opened new horizons for Visit Rwanda