Rwanda on a Global Stage: Tourism to Gain from Partnership with LA Clippers and LA Rams

On September 29, 2025, Visit Rwanda launched a groundbreaking partnership with two of the United States’ most prominent sports franchises the Los Angeles Clippers (NBA) and the Los Angeles Rams (NFL). The collaboration aims to promote Rwanda’s tourism and investment opportunities to millions of sports fans across America and beyond.

This marks Rwanda’s first entry into the U.S. sports marketing scene, following years of successful collaborations with European football giants such as Arsenal FC, Paris Saint-Germain, and FC Bayern Munich.

Through this new deal, Rwanda seeks to showcase its natural beauty and tourism potential to the American market one of the world’s top sources of high-spending travelers and investors.

Expanding Rwanda’s Reach

The partnership gives Rwanda prime visibility in two of the world’s most-watched sports leagues. NBA games are broadcast in nearly 200 countries, attracting around 20 million viewers annually in the United States alone, with audience numbers skyrocketing during the playoffs.

The NBA features 30 arenas, each hosting more than 18,000 fans on average. The Clippers’ newly opened Intuit Dome in Los Angeles can accommodate 18,000 spectators, where Visit Rwanda branding will be displayed prominently on screens, team uniforms, and digital platforms.

Similarly, the NFL, America’s most popular sports league, commands even larger audiences. Its championship game, the Super Bowl, draws over 100 million television viewers each year. The league’s 32 teams play in 30 stadiums, with an average capacity of 71,541 fans — and the SoFi Stadium, home to the LA Rams, seats 70,240.

Through this exposure, Rwanda positions itself directly in front of millions of potential visitors and investors. As one observer noted, “If you want to reach Americans, you meet them where their passions are — in the NBA and NFL.”

What the Agreement Entails

Under the deal, Visit Rwanda will appear on the Clippers’ game uniforms, in-arena signage, digital content, and community development programs. At the Intuit Dome, Rwanda will also collaborate with the team in promoting Rwandan coffee and other development initiatives.

With the LA Rams, Visit Rwanda will be visible at the SoFi Stadium and Hollywood Park, recognized as an official international tourism partner.

Explaining the choice of Los Angeles, Jean-Guy Afrika, CEO of the Rwanda Development Board (RDB), said:

“Los Angeles is one of America’s wealthiest and most travel-loving cities, home to millions of potential visitors and investors. It’s the perfect place for Rwanda to make its mark.”

Boosting Tourism and Economic Growth

Tourism remains one of Rwanda’s economic backbones. In 2024, the country welcomed 1.36 million international visitors, generating $647 million USD in revenue.

The government targets to raise this to $1 billion USD by 2029, and partnerships like those with the Clippers and Rams are expected to play a key role.

While American tourists have not yet reached Rwanda in large numbers, the country hopes that showcasing its scenic landscapes, national parks, and cultural attractions on massive sports stages will attract high-end travelers and business investors alike.

Past collaborations have proven that exposure through sports yields tangible results. Visitors who come for tourism often return as investors, helping drive growth across multiple sectors. With Los Angeles being a global hub for entertainment, technology, and investment, the potential impact is enormous.

The Prestige of the LA Clippers and LA Rams

The LA Clippers, based in Los Angeles, California, play in the NBA’s Western Conference, alongside teams such as the Los Angeles Lakers, Golden State Warriors, Sacramento Kings, and Phoenix Suns.

Founded in 1970 as the Buffalo Braves, the franchise moved to San Diego in 1978, becoming the San Diego Clippers, and finally settled in Los Angeles in 1984.

The team’s modern rise began in 2011, led by stars Blake Griffin, Chris Paul, and DeAndre Jordan, in what became known as the “Lob City” era. In 2014, former Microsoft CEO Steve Ballmer bought the Clippers for $2 billion USD, transforming it into one of the NBA’s strongest organizations.

In 2019, the team signed superstars Kawhi Leonard and Paul George, and in 2021, reached the Western Conference Finals for the first time in franchise history. According to Forbes (2024), the Clippers are valued at $5.5 billion USD.

The LA Rams, founded in 1936 as the Cleveland Rams, were the first NFL team to include African-American players. After stints in Los Angeles and St. Louis, they returned to LA in 2016.

Today, the Rams are valued at $6.9 billion USD (Forbes, 2024). The team has won two Super Bowls in 1999 and 2021 and is owned by billionaire Stan Kroenke, who also owns shares in Arsenal FC. Head coach Sean McVay led the team to its 2022 Super Bowl victory at an impressively young age.

A Strategic Step Forward

Rwanda’s partnership with the LA Clippers and LA Rams is more than a marketing deal; it’s a strategic investment in visibility, reputation, and growth. By positioning itself on two of America’s largest sports stages, Rwanda is amplifying its global presence reaching millions of potential tourists, investors, and partners.

In the words of a Visit Rwanda spokesperson,

“This is about showing the world that Rwanda is open for tourism, for business, and for opportunity.”