LOS ANGELES (September 29, 2025) – Visit Rwanda – the official tourism brand of the Rwanda Development Board – announced today long-term engagements with two Los Angeles' professional sports teams, the LA Clippers and Los Angeles Rams. This marks the first time an African tourism brand has established partnerships across both the NBA and the NFL, further expanding Visit Rwanda's presence in sports to the U.S.
Visit Rwanda adds these new sponsorships to its global sports portfolio, which already includes deals with Arsenal, Paris Saint-Germain (PSG), and Atlético de Madrid, along with an academy partnership with FC Bayern Munich.
"Sport connects people, uniting communities through shared values of excellence and aspiration. Through sponsorships with the LA Clippers and LA Rams, Rwanda and Los Angeles unite to promote the spirit of the game" said Jean-Guy Afrika, Rwanda Development Board CEO. "This engagement enables us to export Rwanda's unrivaled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere."
As part of the engagement, Visit Rwanda will become the exclusive jersey patch sponsor of the Clippers as well as the coffee sponsor of Intuit Dome. The Visit Rwanda brand will be the exclusive sponsor logo on all game and practice jerseys, both at home and on the road. In addition, Visit Rwanda will become an official tourism sponsor of the Clippers and builds on the team's efforts to support youth development and promote basketball globally. The multi-year engagement will include community activations in both the Los Angeles-area and Rwanda, including court refurbishments and coaching clinics.
The league has invested in developing basketball internationally for more than four decades, including by creating the Basketball Africa League (BAL), a partnership with the International Basketball Federation (FIBA) featuring 12 club teams from across Africa that completed its fifth season in June 2025. Since the BAL launched in 2021, the league has played games across the continent, including at the BK Arena in Rwanda. This exciting initiative provides young people with pathways to learn the game, develop their potential, and experience the values of teamwork and community. "There is tremendous confidence in the future of Africa, a continent with 11 of the 20 fastest-growing economies in the world," said Gillian Zucker, CEO of Halo Sports and Entertainment. "In just five years, more than 40% of the world's youth will live in Africa — a digitally connected generation, passionate about sport and basketball, and eager for opportunity. We've seen that energy across the continent, including in Rwanda where BAL is helping to create meaningful pathways for young people. That makes this sponsorship a natural fit — one that is focused on growing the game and creating opportunities for young people."
During the engagement, the Clippers will contribute to the refurbishment of basketball courts in Rwanda. The San Diego Clippers, the team's G League affiliate, will also host youth coaches from Rwanda for training sessions in San Diego each year. The Clippers will also send its youth basketball coaches to Rwanda for clinics and offer virtual coaching sessions with coaches from Rwanda to discuss training techniques and youth development to help elevate talent within the country. Klutch Sports served as the agency for the Clippers' jersey patch.
In addition, Visit Rwanda will become an official international tourism sponsor of the Los Angeles Rams, SoFi Stadium and Hollywood Park, the largest urban mixed-use development under construction in the Western United States. SoFi Stadium, Hollywood Park and Intuit Dome are all located in Inglewood, California separated by Century Boulevard.
"This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park," said Otto Maly, President, Kroenke Holdings. "SoFi Stadium and Hollywood Park were built to be the World Stage and a true international destination. We are pleased to have the Rwanda Development Board choose to promote tourism and travel to Rwanda here at Hollywood Park, which will host a historic string of global events over the next few years."
As part of the sponsorship, Visit Rwanda will be the entitlement sponsor of two distinct spaces within SoFi Stadium – the West Owners Club on Level 2 and the Level 3 North Canyon Basin. The West Owners Club on Level 2, is one of the most premium spaces in the Stadium and the North Canyon Basin is adjacent to the Rams entertainment stage. Visit Rwanda will be able to highlight the natural beauty of their country through innovative design elements.
Visit Rwanda will also receive digital advertising time on SoFi Stadium's acclaimed Infinity Screen as well as LEDs and IPTVs within the stadium and across Hollywood Park. These advertisements will appear during Rams games and non-NFL events.
"As we look to grow the Los Angeles Rams into a global brand, we are committed to identifying commercial opportunities that help us expand our reach internationally," said Kevin Demoff, Los Angeles Rams President. "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, building on our efforts across Asia, Australia, the Middle East and Mexico."
