Eng.-Visit Rwanda partners with LA Clippers and LA Rams in historic U.S. sports sponsorships

Visit Rwanda, the tourism division of the Rwanda Development Board (RDB), has signed major multi-year partnerships with two Los Angeles sports franchises, the LA Clippers in the NBA and the Los Angeles Rams in the NFL. This move makes Visit Rwanda the first African tourism brand to secure sponsorship deals in both leagues. These collaborations add to its existing partnerships with global clubs like Arsenal, PSG, Atlético de Madrid, and FC Bayern Munich.

Speaking about the initiative, Jean-Guy Afrika, CEO of RDB, stated: “Sport connects people, uniting communities through shared values of excellence and aspiration. Through sponsorships with the LA Clippers and LA Rams, Rwanda and Los Angeles unite to promote the spirit of the game. This engagement enables us to export Rwanda’s unrivaled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere.”

Under the agreement with the LA Clippers, Visit Rwanda becomes the exclusive patch sponsor on both practice and game jerseys, and the official coffee sponsor at Intuit Dome. The collaboration also emphasizes youth programming and cultural engagement, with initiatives such as coaching exchanges and facility upgrades in both Rwanda and Los Angeles.

Gillian Zucker, CEO of Halo Sports and Entertainment, emphasized the significance of Africa’s growth and youth population, saying: “There is tremendous confidence in the future of Africa, a continent with 11 of the 20 fastest-growing economies in the world. In just five years, more than 40% of the world’s youth will live in Africa , a digitally connected generation, passionate about sport and basketball, and eager for opportunity. We’ve seen that energy across the continent, including in Rwanda where the NBA and BAL are helping to create meaningful pathways for young people. The energy that has brought the league to Rwanda has made this sponsorship a natural fit , one that is focused on growing the game and creating opportunities for young people.”

As part of the deal, the Clippers will help renovate a basketball court in Rwanda, host youth coaches from the country in San Diego each year, send their own trainers for clinics in Rwanda, and provide virtual coaching support. Klutch Sports handled the jersey patch arrangement.

Visit Rwanda has also entered into an agreement with the Los Angeles Rams, SoFi Stadium, and Hollywood Park as their official international tourism sponsor. Otto Maly, President of Kroenke Holdings, said: “This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park. SoFi Stadium and Hollywood Park were built to be the World Stage and a true international destination. We are pleased to have the Rwanda Development Board choose to promote tourism and travel to Rwanda here at Hollywood Park, which will host a historic string of global events over the next few years.”

Through this sponsorship, Visit Rwanda will hold naming rights to two premium locations inside SoFi Stadium, the West Owners Club and the Level 3 North Canyon Basin and showcase Rwanda through digital and in-stadium promotions on the Infinity Screen, LEDs, and IPTV displays.

Kevin Demoff, President of the LA Rams, added: “As we look to grow the Los Angeles Rams into a global brand, we are committed to identifying commercial opportunities that help us expand our reach internationally. This sponsorship not only builds on Visit Rwanda’s long-standing relationship with Arsenal but also gives us a unique opportunity to have a presence in Africa, building on our efforts across Asia, Australia, the Middle East and Mexico.”

Visit Rwanda continues to use high-profile sports collaborations to elevate the country’s image, promote tourism, and support economic development and conservation.

Brenna AKARABO
RADIOTV10