Visit Rwanda has signed a long-term partnership with the LA Clippers, expanding its U.S. sports presence. The deal includes basketball court refurbishments in Rwanda, youth coaching exchanges, and grassroots development, strengthening tourism and investment links between Rwanda and America.
Last Updated on
October 3, 2025
Visit Rwanda, the official tourism brand of Rwanda, has reached a long-term agreement with the LA Clippers, along with the NFL's LA Rams, expanding Visit Rwanda's presence in U.S. sports.
The brand's global portfolio currently includes partnerships with Arsenal, Paris Saint-Germain (PSG), Atlético de Madrid, and an academy deal with FC Bayern Munich, as well as being an official partner of the Basketball Africa League (BAL).
Under the new partnership, the Clippers will contribute to the refurbishment of basketball courts in Rwanda every year. The team will also organise training camps, with its youth coaches traveling to Rwanda to share technical knowledge with local trainers and young players.
Additionally, virtual coaching sessions will be held to facilitate skill exchange between Rwandan coaches and their American counterparts. The Clippers' G League affiliate, the San Diego Clippers, will host youth coaches from Rwanda annually for training programs in the United States. These activities are designed to strengthen grassroots basketball and provide opportunities for developing local talent.
Discussing the reasoning behind the partnership with the LA Clippers on Rwanda TV, Sheja Valliere, Visit Rwanda's Director of Strategy and Communications, stated:
"So when you want to target [the US] market and to reach the audience and having more visibility you have to just like use the best channel and [the] NBA with LA Clippers are definitely like the best way to reach the target that you are expecting."
Detailing the key areas of this partnership Sheja Valliere was honest, citing investment and attracting people to visit the East African nation.
"We always have two key axis in the partnership. The first one is obvious: Visit Rwanda. Attracting people to come and visit and discover the beauty of this country uh and experience all of the landscape and activity that you can offer to people and the second one is the investment.
The investment is also a key priority for us because we [are] willing to [attract] more investment, to have [increased] growth for the next year and having people who come in invest in Rwanda is also on of the actions that [we] have to to think about."
