At SoFi Stadium in California, “Visit Rwanda” is all over the screens. The words circle the huge overhead screen and run across the LED boards facing thousands of fans, while images of Rwanda’s landscapes invite them to imagine a different journey, from a match day in Los Angeles to gorilla trekking, a stay at a lakeside lodge or a few days exploring Kigali.
The displays shown in the photographs are part of a multi-year partnership announced on September 29, 2025, between Visit Rwanda, the Los Angeles Rams, SoFi Stadium and Hollywood Park.
The agreement gives Visit Rwanda advertising time on the stadium’s Infinity Screen and other digital displays during Rams games and non-NFL events, as well as naming rights to two stadium spaces, the West Owners Club and the Level 3 North Canyon Basin.
The campaign reaches beyond the people in the stands. When games are televised, millions of Americans and viewers elsewhere can see the stadium branding when cameras show the crowd, the field or the giant screen, although broadcasts do not show every advert and the league’s total audience is not the 
same as the number of people who see Visit Rwanda.
The NFL averaged 18.7 million viewers per game across television and digital platforms in the 2025 regular season, while Rams home games drew a reported 585,883 spectators across eight games, or about 73,235 per game. SoFi Stadium seats about 70,000 and can expand to 100,000.
That is a powerful stage for a travel invitation. A fan who first notices the name during a game might later search for Rwanda, discover its national parks and hospitality offerings, and begin planning a trip.
The partnership also extends beyond football: announced on the same day, the Clippers agreement made Visit Rwanda the team’s exclusive jersey-patch sponsor and a tourism and coffee sponsor at Intuit Dome.
The Rwanda Development Board said the deals were the first time an African tourism brand had secured sponsorships across both the NBA and NFL. The financial terms have not been made public.
Rwanda deserves credit for making this kind of bold investment in its international profile. It has placed its tourism brand in the heart of American sports, where the audience is large and the message can be repeated across games and events.
SoFi Stadium is also due to host eight FIFA World Cup matches in 2026, Super Bowl LXI in 2027 and Olympic ceremonies in 2028, giving the venue an exceptional calendar of global attention, although the agreement does not mean Visit Rwanda branding will appear at every event.
The ambition has a strong economic backdrop. Rwanda earned a record US$685 million in tourism revenue in 2025, up from US$647 million in 2024, while visitor arrivals rose by 9 per cent to 1.49 million.
Meetings and events generated another US$94.7 million, supported by 165 international and regional gatherings.
These figures do not show how much growth came from the U.S. sports partnerships, but they underline why attracting travellers and events matters to the economy.
The value of the campaign will ultimately be measured in more than the number of times a logo appears on screen.
The stronger measure will be whether the invitation brings more American travellers to Rwanda, fills hotel rooms, sends guests to tour operators and national parks, and creates income for local businesses.
For now, Rwanda has secured a striking platform and sent a clear message to sports fans: when you are ready for your next journey, come and discover Rwanda.
