The Los Angeles Rams and LA Clippers have entered a-multiyear sponsorship agreements with the Rwanda Development Board, strengthening the East African nation’s growing global presence in sports and tourism promotion.
As part of the new partnerships, the Clippers will feature “Visit Rwanda” as their exclusive jersey patch, while the Rams will showcase the brand at SoFi Stadium and across Hollywood Park, the team’s expansive mixed-use development. Rwanda will also be visible at the Clippers’ upcoming Intuit Dome arena, creating unique opportunities for the country to reach U.S. and international audiences.
For Rwanda, the deals mark another step in a deliberate strategy to position itself as a global tourism destination. Known for its mountain gorillas, rich biodiversity, and striking natural landscapes, the country has been steadily investing in partnerships with major sports organizations. Its long-standing deal with Arsenal Football Club and its support of the NBA’s Basketball Africa League have already helped elevate Rwanda’s international profile.
“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,” stated Jean-Guy Afrika, CEO of the Rwanda Development Board.
The partnerships also align with the trend of U.S. sports franchises embracing global sponsorships that go beyond traditional markets. With billionaire owner Stan Kroenke’s existing ties to Rwanda through Arsenal, the collaboration highlights how modern sports organizations can create powerful cross-market synergies.
Rwanda invests more than $1 billion annually into development programs, much of it supported by global partnerships. By connecting with teams in the world’s largest sports and entertainment market, the country is betting on tourism and sports as engines of growth.
For the Rams and Clippers, the agreements provide fresh international visibility and underscore Los Angeles’ status as a hub for global sports business. For Rwanda, they represent a chance to tell a new story—one that puts culture, tourism, and opportunity at center stage.
