Visit Rwanda Launches U.S. sports Tourism Push with Clippers & Rams Partnerships
Visit Rwanda is making a significant foray into the U.S. market, leveraging the power of sports to boost tourism through sponsorships with the Los Angeles Clippers adn the Los Angeles Rams. The move marks the first time the Rwandan tourism board has invested in U.S. sports properties, signaling a strategic shift to attract a broader international audience.
This expansion builds on Rwanda’s prosperous track record of utilizing sports sponsorships to enhance its global visibility, previously demonstrated through partnerships with European football clubs like AC Milan and Monaco, and a growing relationship with Betano.The U.S. initiative aims to capitalize on the massive reach of the NFL and NBA to position Rwanda as a premier tourism destination, particularly among American travelers. The sponsorships are part of a wider trend of nations and brands utilizing sports to build brand awareness and drive economic growth.
Rwanda first gained prominence in sports sponsorship with a headline deal with Arsenal Football Club, beginning in 2018. The country’s tourism board has since expanded its portfolio, recognizing the value of aligning with high-profile sports teams to reach target demographics. The decision to enter the U.S. market reflects Rwanda’s ambition to diversify its tourism base and attract visitors beyond its traditional European sources.
The partnerships with the Clippers and Rams will include brand visibility across various platforms, including in-stadium signage, digital activations, and perhaps broadcast integrations. Betano, a major sponsor of both Rwanda’s sports initiatives and several of the teams involved, has also seen regional uplift from its Club World cup sponsorships, demonstrating the synergistic benefits of these partnerships. Betano recently replaced Pixbet as a sponsor of Brazilian football club Flamengo, and continues to prioritize its partnership with Sporting Lisbon in Portugal.
Looking ahead, the timing of these deals coincides with ongoing discussions around NFL media rights, which could potentially impact team valuations and further incentivize strategic sponsorships. The SportBusiness Podcast is available on Apple Podcasts, Spotify, Amazon Music, and youtube, offering further insights into these developments. A 30-per-cent discount is available on SportBusiness.com subscriptions using the code SBPODCAST30.
