LOS ANGELES — Rwanda’s tourism brand has gained prominent exposure at SoFi Stadium, with photographs shared by Visit Rwanda showing the country’s landscapes and branding across the Los Angeles Rams’ home venue.
The images show Visit Rwanda advertisements on the stadium’s suspended video screen and digital ribbons surrounding spectator seating. Against the backdrop of an American big football game, the displays bring Rwanda’s tourism message directly to Americans population.
Rwanda’s Landscapes Meet American Football
In its accompanying social media post, Visit Rwanda described the display as “A touch of Rwanda at @SoFiStadium in Los Angeles.”
The photographs pair the Visit Rwanda name with scenic imagery, placing the destination alongside the Rams’ home field and crowded stands. The campaign uses the atmosphere of American professional football to introduce spectators to Rwanda’s tourism offering.
Minister Olivier J. P. Nduhungirehe amplified the post on X on 17 October, while Ambassador Mathilde Mukantabana also responded with an appreciation and support of the partnership. Their engagement extended the promotion’s visibility among audiences following Rwanda’s international outreach.
A Respectful Partnership for both countries.
The display follows the sponsorship agreement announced on 29 September 2025, under which Visit Rwanda became an official international tourism sponsor of the Los Angeles Rams, SoFi Stadium and Hollywood Park.
According to the Rams’ announcement, the arrangement provides advertising time on the stadium’s Infinity Screen and other digital displays inside the venue and across Hollywood Park. These placements cover Rams games and events outside the National Football League calendar.
The agreement also includes naming rights for two stadium spaces: the West Owners Club on Level 2 and the North Canyon Basin on Level 3. Together, these provisions create several opportunities to introduce visitors to Rwanda through imagery and destination branding.
Connecting Sport and Tourism
The Los Angeles agreement forms part of Rwanda’s use of international sport to promote tourism and strengthen recognition of the country abroad. The September 2025 announcement also introduced a separate relationship with the Los Angeles Clippers, extending Visit Rwanda’s presence into professional American football and basketball.
At SoFi Stadium, that approach is visible through the combination of landscape imagery, repeated branding and placement within a live sporting environment. The commercial objective is to turn familiarity with Rwanda’s beauty into interest in visiting the country.
The photographs document the campaign’s prominent placement, although its effect on travel enquiries and bookings would require separate performance data.
For Rwanda, the stadium displays provide a substantial platform in Southern California, bringing images of the country before American audiences and extending the reach of its tourism message.
