In a landmark move, Visit Rwanda, the official tourism brand of the Rwanda Development Board, has entered the U.S. major pro sports sponsorship arena with new partnerships with the Los Angeles Clippers (NBA) and Los Angeles Rams (NFL). These deals mark the first time an African tourism brand has landed sponsorships across both leagues, signifying a powerful push in Rwanda’s global brand-building strategy.

As part of its multi-year deal with the Clippers, Visit Rwanda will serve as the exclusive jersey patch sponsor, as well as the official coffee sponsor of Intuit Dome, the team’s state-of-the-art arena. The partnership also includes significant youth development initiatives, such as basketball court refurbishments in Rwanda, coaching exchanges with the Clippers’ G League affiliate in San Diego, and virtual training sessions—highlighting the shared values of community, aspiration, and global connection.

On the NFL side, Visit Rwanda becomes the official international tourism sponsor of the Rams and their home at SoFi Stadium and Hollywood Park. The deal includes entitlement rights to two premium spaces within the stadium, the West Owners Club and Level 3 North Canyon Basin, along with high-visibility digital assets on SoFi Stadium’s Infinity Screen and throughout the entertainment campus during Rams games and other events. These strategic placements are designed to showcase Rwanda’s natural beauty and biodiversity to millions of fans and tourists alike.

These investments come amid a broader trend: tourism brands spent $57.8 million across major U.S. pro sports leagues over the past year, spread across 101 brands. The average sponsorship deal size reached $363,000, with 38% of that spend allocated to signage—a sign of the value placed on visibility and brand awareness. This marks a notable jump from 2023, when the average sponsorship deal size in the tourism subcategory within major pro sports was $251,000 across just 79 brands. That translates to a ~45% increase in revenue generated, alongside a ~28% expansion in brand participation.

The data suggests a growing appetite among select tourism destinations to secure more impactful and visible placements in the sports landscape. As global destinations look to attract American travelers, sports sponsorships are becoming a powerful medium for storytelling and economic diplomacy—and Visit Rwanda is now firmly in that conversation.

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