Visit Rwanda inks Multi-Year Partnerships with LA Clippers, LA Rams
Visit Rwanda has signed long-term partnerships with the LA Clippers and LA Rams, becoming the first African tourism brand to sponsor teams in both the NBA and NFL.
The deal expands Visit Rwanda’s presence in U.S. sports and adds to its global portfolio, which already includes partnerships with Arsenal, Paris Saint-Germain (PSG), Atlético de Madrid, and an academy deal with FC Bayern Munich.
“Sport connects people, uniting communities through shared values of excellence and aspiration. Through sponsorships with the LA Clippers and LA Rams, Rwanda and Los Angeles unite to promote the spirit of the game” said Jean-Guy Afrika, Rwanda Development Board (RDB) CEO.
“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,” he added.
As part of the partnership, Visit Rwanda will become the exclusive jersey patch sponsor of the Clippers as well as the coffee sponsor of Intuit Dome, LA Clippers’ home venue. The Visit Rwanda brand will be the exclusive sponsor logo on all game and practice jerseys, both at home and on the road.
In addition, Visit Rwanda will become an official tourism sponsor of the Clippers, as well as partnering with the team to support youth development and promote basketball globally. The multi-year engagement will include community activations in both the Los Angeles-area and Rwanda, including court refurbishments and coaching clinics.
A statement from RDB noted that the new partnerships also build on the NBA’s broader commitment to globalise the game. The NBA has invested in developing basketball internationally for more than four decades, including by creating the Basketball Africa League (BAL), a partnership with the International Basketball Federation (FIBA) featuring 12 club teams from across Africa.
Since the BAL launched in 2021, the league has played games across the continent, including at the BK Arena in Rwanda
“There is tremendous confidence in the future of Africa, a continent with 11 of the 20 fastest-growing economies in the world,” said Gillian Zucker, CEO of Halo Sports and Entertainment, an umbrella company that owns and manages the LA Clippers.
He noted that the “energy” that brought the BAL to Rwanda has made the LA Clippers sponsorship a natural fit, one that is focused on growing the game and creating opportunities for young people.
As part of the engagement, the Clippers will contribute to the refurbishment of a basketball court in Rwanda. The San Diego Clippers, the team’s G League affiliate, will also host youth coaches from Rwanda for training sessions in San Diego each year.
The Clippers will also send its youth basketball coaches to Rwanda for clinics and offer virtual coaching sessions with coaches from Rwanda to discuss training techniques and youth development to help elevate talent within the country.
In addition, Visit Rwanda will become an official international tourism sponsor of the Los Angeles Rams, SoFi Stadium and Hollywood Park, the largest urban mixed-use development under construction in the Western United States. SoFi Stadium, Hollywood Park and Intuit Dome are all located in Inglewood, California separated by Century Boulevard.
“This is a tremendous opportunity to have Visit Rwanda sponsor SoFi Stadium and Hollywood Park,” said Otto Maly, President, 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, which will host a historic string of global events over the next few years.”
As part of the sponsorship, Visit Rwanda will be the entitlement sponsor of two distinct spaces within SoFi Stadium – the West Owners Club on Level 2 and the Level 3 North Canyon Basin. Visit Rwanda will be able to highlight the tourism products of the country through innovative design elements.
Visit Rwanda will also receive digital advertising time on SoFi Stadium’s acclaimed Infinity Screen as well as LEDs and IPTVs within the stadium and across Hollywood Park. The advertisements will appear during Rams games and non-NFL events.
