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Rwanda’s tourism brand, Visit Rwanda, has officially become a sponsor of the Los Angeles Clippers of the NBA and the Los Angeles Rams of the NFL, the Rwanda Development Board (RDB) announced Monday. The partnership marks the first time an African organization has joined top-tier American basketball and football teams.
Under the deal, the Clippers will help renovate basketball courts across Rwanda and provide annual training programs for Rwandan coaches through their G League affiliate, the San Diego Clippers. The program also includes technology-driven coaching workshops and exchange visits to Kigali, aimed at developing young basketball talent.
Visit Rwanda will also be a principal partner of the Rams, with branding featured at SoFi Stadium, which seats 70,000, and at Hollywood Park, a sports and entertainment complex under construction. Branding will also appear at the Clippers’ new arena, the Intuit Dome. Players from both teams will feature the Visit Rwanda logo on practice and game-day apparel.
“This partnership strengthens ties between Rwanda and Los Angeles through sports,” said RDB CEO Jean-Guy Afrika.
The announcement comes as Rwanda aims to raise tourism revenue to $1 billion by 2029, up from $650 million in 2024. It follows the country’s other international sports partnerships, including deals with Arsenal in England, Paris Saint-Germain in France, Atlético de Madrid in Spain, and Bayern Munich in Germany.
Kroenke Sports & Entertainment, owner of both the Clippers and Rams, said it was “delighted that Visit Rwanda will promote tourism and travel opportunities here at Hollywood Park, a future hub for international events.”
The sponsorship represents a major milestone in Rwanda’s global sports and tourism strategy, boosting the country’s international profile while supporting youth development and sports talent at home.
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