Rwanda has secured a major foothold in U.S. professional sports, announcing a landmark sponsorship deal that spans the Los Angeles Clippers, Los Angeles Rams, SoFi Stadium, Hollywood Park, and the Clippers’ soon-to-open Intuit Dome.
The partnership, anchored by the Visit Rwanda tourism brand, positions Rwanda at the intersection of global sport, tourism, and cultural diplomacy — leveraging some of the most high-profile platforms in North American sports.
Clippers Partnership: Jersey Patch, Coffee, and Community
Visit Rwanda will serve as the exclusive jersey patch sponsor of the Los Angeles Clippers, with its logo featured on all home, away, and practice jerseys. Beyond branding, the deal integrates across the team’s operations:
- Official Coffee Partner of the new Intuit Dome.
- Official Tourism Partner of the Clippers.
- Community Initiatives: refurbishing basketball courts in Rwanda, annual hosting of Rwandan youth coaches in San Diego, and training exchanges with Clippers coaches both in person and virtually.
“This exciting initiative provides young people with pathways to learn the game, develop their potential, and experience the values of teamwork and community,” said Gillian Zucker, CEO of Halo Sports and Entertainment.
Rams, SoFi Stadium, and Hollywood Park
Visit Rwanda is also extending into the NFL and premium U.S. venues.
- Official International Tourism Sponsor of the Los Angeles Rams.
- Naming rights to two premium spaces at SoFi Stadium — the West Owners Club (Level 2) and the North Canyon Basin (Level 3).
- Cultural showcase through design and activations inside Hollywood Park.
- Visibility assets including LED boards, IPTV networks, and SoFi Stadium’s iconic Infinity Screen during Rams games and global events.
“This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park,” said Otto Maly, President of Kroenke Holdings. “SoFi Stadium was built to be the World Stage and a true international destination.”
Rams President Kevin Demoff echoed this, noting: “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.”
Rwanda, the NBA, and Africa’s Sports Rise
The partnership builds on the NBA’s deepening engagement in Africa through the Basketball Africa League (BAL), which has staged games in Rwanda since 2021. With over 40% of the world’s youth projected to live in Africa within five years, the continent represents both a growing talent base and a powerful fan market.
By aligning with two of Los Angeles’ most visible franchises and two of America’s most advanced venues, Rwanda is positioning itself as more than a tourism board. It is leveraging sports to brand itself as a global hub for culture, youth empowerment, and international travel.
Why This Deal Matters?
- National Branding Through Sport
Rwanda is setting the standard for how countries can use elite sports partnerships to redefine global perception, moving from “sponsor” to “storyteller.” - Integrated Strategy Across Properties
By spanning NBA, NFL, and stadium partnerships, Rwanda gains year-round visibility across multiple fan bases and events. Other nations could replicate this multi-asset approach for maximum ROI. - Community as a Core Deliverable
Tying jersey patches and naming rights to grassroots investments ensures credibility — aligning marketing with authentic impact. - Africa’s Rising Sports Economy
With youth demographics and digital connectivity surging, Africa is no longer a “future market” but a current battleground for global leagues and sponsors. Rwanda is anchoring itself early in this narrative.
Final Word
The Visit Rwanda partnership with the Clippers, Rams, SoFi Stadium, and Intuit Dome represents one of the most ambitious cross-property deals by a national tourism board in recent memory. It is not just about tourism promotion — it’s about placing Rwanda at the heart of global sport, youth culture, and international business.
This deal asks a bigger question: if Rwanda can leverage sport to build its brand on the world stage, what’s stopping other nations, cities, or even clubs from doing the same?
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IMAGE: Visit Rwanda
