On September 29, 2025, the Rwanda Development Board (RDB) through its flagship tourism campaign Visit Rwanda announced a groundbreaking partnership with two major U.S. sports franchises — the LA Clippers of the NBA and the Los Angeles Rams of the NFL. The deal, described as a “multi-year strategic collaboration,” marks Rwanda’s first major entry into the U.S. sports market after years of high-profile sponsorships in European football and African basketball. “This is not only about branding,” noted an RDB official at the launch, “it is about connecting Rwanda with American audiences in meaningful ways.”
The agreement makes Visit Rwanda the exclusive jersey patch sponsor of the LA Clippers, giving Rwanda’s tourism brand prominent visibility on every player’s game uniform. The unveiling ceremony in Los Angeles emphasized that this will place the East African nation in front of millions of American sports fans throughout the NBA season. Clippers management hailed the deal as historic. “The Clippers are proud to wear Rwanda on our jerseys,” said a team spokesperson, adding that the collaboration “brings our players and fans closer to a country that is rich in culture, nature, and resilience.”
Beyond basketball, the sponsorship extends to the Los Angeles Rams and their home facilities. Visit Rwanda will now have brand presence at SoFi Stadium and Hollywood Park, ensuring that NFL audiences also engage with Rwanda’s message of tourism and investment. “For Rwanda, this is about reaching global communities through sports,” explained RDB’s Chief Tourism Officer. The partnership also promises joint marketing campaigns that link the glamour of Los Angeles with Rwanda’s reputation as the “land of a thousand hills.”
Crucially, the deal was framed as more than just visibility. Both sides highlighted a commitment to community and youth development. According to the joint press release, the Clippers and Rams will collaborate with Visit Rwanda on programs in Los Angeles aimed at disadvantaged youth, while also exploring basketball and American football training initiatives in Rwanda. “We want this partnership to change lives on both continents,” said Clippers President of Business Operations, stressing the social impact dimension.
The success of this approach is already visible in Rwanda’s earlier partnerships with European football clubs such as Arsenal, Paris Saint-Germain, Atlético Madrid, and Bayern Munich. These collaborations not only boosted Rwanda’s international image but also translated into concrete results. RDB officials report a significant rise in tourism arrivals from Europe, while global media exposure has positioned Rwanda as a premier destination for both leisure and business. “From Arsenal to PSG, we saw clear growth in visitor numbers, and Rwanda’s brand was showcased to millions of fans worldwide,” said an RDB representative. Bayern Munich, for instance, praised Rwanda’s growing role in international tourism, calling the partnership “a model of how sports and travel promotion can mutually thrive.”
Rwanda’s strategy of using sports diplomacy has proven to be a driver of growth, international recognition, and pride. “Rwanda has proven that it can host, inspire, and innovate in global sports,” said RDB’s Chief Executive Officer. “This partnership with the Clippers and Rams is the next step in telling our story to the world.” With NBA and NFL seasons set to spotlight the Visit Rwanda brand, Kigali is confident that the visibility and goodwill gained will continue to deliver economic and social dividends, reinforcing the nation’s ambition to be seen as a hub of opportunity and hospitality.
