Rwanda’s tourism brand is expanding its presence in the United States through high-profile sports partnerships with two Los Angeles franchises: the NBA’s Clippers and the NFL’s Rams.
The deal places Visit Rwanda branding on the Clippers’ jerseys and throughout SoFi Stadium, home of the Rams, while also expanding youth sports initiatives in both Los Angeles and Rwanda. Officials say the partnerships are about much more than visibility—they are designed to inspire global interest in Rwanda as both a tourism destination and a hub for sports development.
“This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park,” said Otto Maly, President of Kroenke Holdings, which manages the Rams’ home venue. “SoFi Stadium was built to be the World Stage, and we’re pleased Rwanda chose this platform as it looks to host and promote global events.”
Clippers Back Youth Basketball at Home and Abroad
For the Clippers, the partnership marks the latest step in the NBA’s efforts to globalize the game. Visit Rwanda is now the official tourism partner of the team, with its logo displayed on game and practice uniforms.
The collaboration includes a strong youth focus. In Los Angeles, the Clippers have already poured millions into community basketball through a program launched in 2018 by owner Steve Ballmer, refurbishing nearly 500 courts across Southern California. That model will now extend to Rwanda, with investments in court renovations and coaching clinics.
“We’ve leaned into making basketball accessible within walking distance for kids here in Los Angeles,” said Gillian Zucker, Clippers president of business operations. “This partnership allows us to bring that same philosophy to Rwanda—creating more opportunities for young people to play the game.”
Zucker emphasized that Africa’s rapidly growing youth population is central to the NBA’s vision. “More than half of the world’s fastest-growing economies are in Africa, and by 2050 one in four people on the planet will be African. Rwanda is already investing heavily in its young people, who are increasingly connected and ambitious.”
Rams Push American Football to Global Audiences
The Rams, meanwhile, are looking to expand the NFL’s reach in Africa through the partnership. Visit Rwanda signage will feature prominently at SoFi Stadium, including on the massive 70,000-square-foot Infinity Screen and across Hollywood Park, the entertainment district surrounding the venue. Rwanda’s landscapes and culture will be showcased in premium areas such as the West Owners Club and North Canyon Basin.
Kevin Demoff, President of the Rams, said the franchise has been working to expand internationally since returning to Los Angeles in 2016. “One of our key priorities has been to make the Rams a global brand,” he explained. “We’ve built partnerships in Asia, the Pacific Rim, the UAE, and Mexico. Africa was the next frontier, and our relationship with Arsenal made Visit Rwanda a natural partner.”
A 20-Year Journey in Tourism Strategy
Jean-Guy Afrika, who has helped shape Rwanda’s international partnerships, said the deal with Los Angeles teams reflects a deliberate strategy that has been in motion for more than two decades.
“Back in 2003, Rwanda made a conscious decision to invest in high-end tourism,” he said. “We had to build infrastructure, expand airlines, and develop attractions like gorilla trekking, canopy walks, and mountain adventures. Once that foundation was laid, we began seeking partnerships with global sports brands.”
According to Afrika, the U.S. was always a top priority given that Americans make up a large share of Rwanda’s tourism revenues. “Los Angeles was almost a natural choice. It’s one of the wealthiest demographics in the U.S. and aligns with the profile of travelers who are most likely to visit Rwanda.”
But Afrika stressed that the partnership goes beyond tourism marketing. “Sports instill values like discipline, teamwork, and resilience—traits that continue to shape people even after they stop playing. Rwanda sees sports as part of building its future culture, not just attracting visitors.”
Sports as a Pathway for Rwanda’s Future
For Rwanda, which already hosts the Basketball Africa League playoffs and has positioned itself as a rising hub for international sports, the partnerships with the Clippers and Rams reflect a larger ambition. They aim to promote Rwanda as both a destination and a society where youth and sports are central to national development.
“Sports are a powerful pathway for the Rwanda of tomorrow,” Afrika said. “We’re very excited about this partnership—it’s a continuation of our long-term vision.”
