Rwanda has secured a major foothold in U.S. professional sports with the announcement of a comprehensive sponsorship deal involving the Los Angeles Clippers, the Los Angeles Rams, SoFi Stadium, Hollywood Park, and the Clippers’ soon-to-open Intuit Dome.
As part of the latest partnership, Visit Rwanda will serve as the exclusive jersey patch sponsor for the Clippers, featuring its logo on all game and practice jerseys, both at home and away. Additionally, the brand will be the official coffee sponsor of Intuit Dome and an official tourism partner of the Clippers.
The partnership goes beyond branding, focusing on youth empowerment and community outreach. The Clippers will assist in refurbishing basketball courts in Rwanda, host Rwandan youth coaches annually in San Diego, and send their own coaches to Rwanda for training clinics and virtual sessions.
“This exciting initiative provides young people with pathways to learn the game, develop their potential, and experience the values of teamwork and community,” 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. The energy that has brought the league to Rwanda has made this sponsorship a natural fit.”
The deal also extends to the Los Angeles Rams, with Visit Rwanda joining as an official international tourism sponsor of the NFL team, SoFi Stadium, and Hollywood Park. Rwanda will hold naming rights to two premium spaces inside SoFi Stadium — the West Owners Club on Level 2 and the Level 3 North Canyon Basin — and will showcase its landscapes and culture through innovative design.
“This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park,” said Otto Maly, President of 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.”
Visit Rwanda will also gain extensive digital visibility, including advertising on SoFi Stadium’s celebrated Infinity Screen, LED boards, and IPTV networks during Rams games and other major events.
Kevin Demoff, President of the Los Angeles Rams, remarked that the deal aligns with the team’s global ambitions: “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. 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.”
The partnership builds on the NBA’s broader commitment to Africa through the Basketball Africa League (BAL), a joint effort with FIBA that has brought professional games to Rwanda since its launch in 2021. With Africa home to some of the world’s fastest-growing economies and a rapidly expanding youth population, this engagement reflects both the NBA’s drive for global reach and Rwanda’s rising profile as a sports and tourism hub.
