The Rwanda Development Board (RDB) has announced that Visit Rwanda has become an official sponsor of the LA Clippers, a team in the National Basketball Association (NBA), and the Los Angeles Rams, a franchise in the National Football League (NFL).
The announcement was made on September 29, 2025, marking a historic milestone as Visit Rwanda becomes the first African brand to sponsor teams in both the NBA and NFL — two of the most prominent sports leagues in the United States.
According to RDB, this partnership is part of Rwanda’s broader strategy to promote tourism and aims to contribute to the country’s goal of generating $1 billion in tourism revenue by 2029.
While Visit Rwanda has been active in the U.S. through various promotional efforts, mostly in football, this latest move significantly expands its presence. The most recent campaign saw Visit Rwanda collaborate with Arsenal FC during their U.S. pre-season tour for the 2024/25 season.
During that tour, the Visit Rwanda brand was prominently displayed at SoFi Stadium in California during an NFL game between the Los Angeles Rams and the Indianapolis Colts.
Following that exposure, RDB confirmed the beginning of a formal partnership with the Rams, which will run until 2029. This was soon followed by another agreement with the LA Clippers, further solidifying Rwanda’s visibility in U.S. professional sports.
As part of the agreement, the LA Clippers will support the development of basketball infrastructure in Rwanda, including renovations of courts. Their affiliate team, the San Diego Clippers, which plays in the NBA G League, will conduct annual coaching clinics for Rwandan trainers.
The partnership also includes technology-driven training programs, along with in-person visits to Rwanda where experts will help nurture young basketball talent and exchange knowledge on sports development.
Visit Rwanda will be recognized as a major sponsor of the Los Angeles Rams, with its branding visible at SoFi Stadium (which seats over 70,000 fans), the upcoming Hollywood Park multi-sports venue, and the Intuit Dome, home of the LA Clippers.
Additionally, Visit Rwanda will feature on both training kits and official matchday uniforms of the two teams.
Speaking about the partnership, RDB CEO Jean-Guy Afrika stated: “Through these partnerships with the LA Clippers and LA Rams, Rwanda and Los Angeles will deepen their collaboration in advancing sports and cultural exchange.”
These deals add to Rwanda’s growing portfolio of global sports sponsorships, which already includes Arsenal FC (UK), Paris Saint-Germain (France), Atlético de Madrid (Spain), and FC Bayern Munich (Germany)
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