Rwanda signs deal with NFL and NBA teams

Rwanda on Monday announced a long-term sponsorship deal with the Los Angeles Rams and LA Clippers, becoming the first African nation to partner with both the NFL and NBA for tourism branding.

.@visitrwanda_now is now the official sponsor of the @LAClippers and @RamsNFL, the first African tourism brand in both the NBA and the NFL.

Learn more: https://t.co/dC30AmoUjC

US$ 650M tourism revenue in 2024
Goal: US$ 1B by 2029#VisitRwanda | #NBA | #NFL pic.twitter.com/uICtK1kYnP

— Rwanda Development Board (@RDBrwanda) September 29, 2025

Visit Rwanda, the tourism brand of the Rwanda Development Board, will appear as the exclusive jersey patch sponsor of the LA Clippers, while the Los Angeles Rams' home field will also carry its branding.

"This engagement enables us to export Rwanda's unrivalled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere," said Jean-Guy Afrika, Rwanda Development Board CEO in a statement.

The east African nation has long pitched itself as a hub for major sporting events and a leading ecotourism destination – part of its bid to attract investors and move beyond the shadow of the 1994 genocide.

From Kigali to LA!#VisitRwanda is now the official sponsor of the @LAClippers and @RamsNFL, the first African tourism brand in both the NBA & NFL.

$650M tourism revenue in 2024
Goal: $1B by 2029#VisitRwanda #RwandaInLA #NBA #NFL pic.twitter.com/WPfKHnXAny

— Visit Rwanda (@visitrwanda_now) September 29, 2025

In 2018, Rwanda became the official tourism partner of English football club Arsenal FC, with the "Visit Rwanda" logo appearing on the players' sleeves.

Kigali has also entered deals with other football clubs like Paris Saint-Germain and is fighting to host a Formula One race.

Rwanda last week became the first African country to host the cycling world championships which concluded on Sunday.