In a moment that will echo far beyond sports, Visit Rwanda has made history. For the first time ever, an African nation has stepped boldly onto the global stage, securing multi-year sponsorship deals with both the NBA’s LA Clippers and the NFL’s LA Rams.
This is more than a partnership — it is a declaration. Rwanda is not just marketing a destination; it is telling the world its story.
When Kawhi Leonard or James Harden take to the court, the words “Visit Rwanda” will shine proudly across every Clippers jersey.
At the cutting-edge Intuit Dome in Inglewood, fans will sip Rwanda’s finest coffee while absorbing the beauty of a nation that has transformed sports marketing.
Across the NFL’s grand stage, the LA Rams will carry Rwanda’s presence into millions of living rooms. At SoFi Stadium and Hollywood Park, Rwanda’s name will pulse through digital boards and premium club spaces — an invitation to experience Africa’s heartland in the most spectacular way.
Since 2018, Rwanda has used sports as a bridge to the world, partnering with giants like Arsenal, PSG, AC Milan, and Bayern Munich.
The results speak volumes: tourism revenue soaring from $445 million to an expected $650 million in just six years. Now, Rwanda is bringing that vision to America — introducing basketball and football fans to gorilla trekking in Volcanoes National Park, luxury safaris, and Kigali’s vibrant cultural renaissance.
“This engagement enables us to export Rwanda’s unrivalled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere,” said Jean-Guy Afrika, CEO of the Rwanda Development Board.
This is no ordinary sponsorship. This is history in motion — a powerful reminder that sports can be more than a game. It can be a stage for nations to tell their story, and Rwanda has just taken center court.
When the NBA and NFL seasons unfold, Rwanda will not just be seen. Rwanda will be remembered.
