Visit Rwanda, the tourism and investment promotion arm of the Rwanda Development Board (RDB), has officially expanded its global sports portfolio into the United States. In a strategic move to capture the North American market, the brand has signed multi-million dollar deals with two of Los Angeles’ biggest franchises: the LA Clippers (NBA) and the LA Rams (NFL).
Key Deal Assets in Los Angeles
The expansion marks the first time an African tourism brand has secured major sponsorships across both the NBA and NFL simultaneously:
- LA Clippers: Visit Rwanda becomes the exclusive jersey patch sponsor for both game and practice jerseys. Additionally, they are the “Official Coffee Sponsor” of the state-of-the-art Intuit Dome and the team’s official tourism partner.
- LA Rams & SoFi Stadium: The brand will serve as the Official International Tourism Partner. Visibility includes branding on the iconic Infinity Screen, LED boards, and entitlement rights to premium spaces like the “West Owners Club” within the SoFi Stadium and Hollywood Park complex.
- Community Impact: Beyond branding, the deals include “grassroots” initiatives such as basketball court refurbishments in Rwanda and coaching clinics.
Strategic Pivot and “The Arsenal Exit”
The U.S. expansion comes at a critical turning point for Rwanda’s marketing strategy. After an eight-year run, Arsenal FC and Visit Rwanda have mutually agreed to end their partnership in June 2026.
- Diversification: RDB is shifting its focus from European football toward a more diverse global presence.
- Mixed Portfolio: While the Arsenal deal is ending, Visit Rwanda remains a partner of Paris Saint-Germain (PSG) and Atlético de Madrid, while its relationship with Bayern Munich has recently refocused on youth development rather than main-kit branding.
Economic Goals
The Rwandan government aims to grow its tourism revenue from $650 million in 2024 to $1 billion by 2029. With the U.S. being Rwanda’s largest non-African tourism market, these LA-based partnerships are viewed as “essential” for reaching that billion-dollar milestone.
“This engagement enables us to export Rwanda’s biodiversity to the people of Los Angeles and fans everywhere.” — Jean-Guy Afrika, CEO of RDB