The question isn’t if Visit Rwanda is committed to sports sponsorship, but where. After significant investments in European soccer with clubs like Arsenal and Paris Saint-Germain, the Rwandan tourism board is doubling down on its global strategy, now with a substantial presence in American sports. The recent deals with the Los Angeles Clippers of the NBA and the Los Angeles Rams of the NFL are reportedly worth over $20 million annually, raising eyebrows and prompting a closer look at Rwanda’s evolving approach to leveraging sports for economic and reputational gain.
From Premier League Pitches to American Arenas
Visit Rwanda’s initial foray into high-profile sports sponsorships began in 2018 with Arsenal, becoming the club’s first official Tourism Partner and shirt sleeve sponsor in a deal worth £10 million per year. This partnership extended to Paris Saint-Germain, mirroring the branding on sleeves and advertising boards. The strategy was clear: expose Rwanda to a massive global audience, primarily in Europe and position the nation as a desirable tourism and investment destination. Beyond the visible branding, the Arsenal deal included coaching camps aimed at developing football talent within Rwanda and the establishment of a Paris Saint-Germain Football Academy in Huye District.
The success of these European partnerships, as highlighted by Jean-Guy Afrika, CEO of the Rwanda Development Board, has been significant. Afrika stated that the collaborations have “contributed significantly to positioning Rwanda as a leading destination for tourism and investment and a beacon for talent, sports, and cultural innovation.” The sponsorships have demonstrably increased Rwanda’s visibility, reaching fans in countries like South Korea, Singapore, and across Scandinavia.
Expanding the Footprint: The American Play
The move to sponsor the Clippers and Rams represents a significant shift in strategy. While the European deals targeted a largely familiar market – one already engaged with global soccer – the American sponsorships aim to tap into a different demographic and expand Rwanda’s reach into North America. The combined viewership and fan base of these two franchises offer a substantial platform for promoting Rwanda’s tourism offerings.
The timing of this expansion is noteworthy. In January 2026, reports surfaced questioning the rationale behind such a large investment in the Los Angeles market, particularly given the existing commitments in Europe. The question being asked is how these new deals fit into the broader sports sponsorship strategy. The answer, it appears, lies in diversification and a desire to reach new audiences.
Navigating Controversy and Maintaining Momentum
Rwanda’s sports sponsorships haven’t been without scrutiny. In February 2025, the Democratic Republic of Congo’s foreign minister, Thérèse Kayikwamba Wagner, publicly urged Arsenal, PSG, and Bayern Munich to terminate their partnerships with Rwanda, labeling the deals as “blood-stained” due to the country’s alleged involvement in conflicts in the region. Despite these calls, PSG extended its sponsorship agreement with Visit Rwanda in April 2025, demonstrating a continued commitment to the partnership.
This controversy underscores the complexities of using sports as a platform for national branding. While the sponsorships undoubtedly raise Rwanda’s profile, they also attract attention to the country’s political and human rights record. Rwanda’s government, led by President Paul Kagame – a known Arsenal fan – appears willing to navigate these challenges in pursuit of its tourism and investment goals.
A Broader Portfolio: Beyond Football and Basketball
The Clippers and Rams aren’t the only teams benefiting from Visit Rwanda’s investment. The sponsorship portfolio also includes Atlético de Madrid and a collaboration with FC Bayern Munich to establish a football academy. This diversified approach suggests a long-term commitment to sports sponsorship as a key component of Rwanda’s economic development strategy.
The partnerships aren’t solely about branding. They also involve cultural exchange initiatives, such as offering Rwandan coffee to fans at PSG’s Parc des Princes stadium, providing a tangible taste of Rwandan hospitality and products to a global audience. This immersive storytelling, combined with matchday features and creative campaigns, aims to enhance Rwanda’s reputation as a forward-looking and innovative nation.
Looking Ahead: Measuring the Return on Investment
The ultimate success of Visit Rwanda’s sports sponsorships will depend on its ability to translate increased visibility into tangible economic benefits. While the initial results appear promising, with a demonstrable increase in tourism and investment interest, a comprehensive assessment of the return on investment is crucial. The expansion into the American market represents a significant gamble, but one that Rwanda appears confident will pay off in the long run. The coming years will reveal whether this strategy can continue to elevate Rwanda’s profile and drive sustainable economic growth.
