Rwanda has announced long-time sponsorship deals with two franchises from US sports a day after the end of the World Cup.
Accordingly, the branding of “Visit Rwanda” will be shown in the games of the NFL team Los Angeles Rams in the home stadium. In addition, the slogan of the tourism brand of exclusive jersey patch sponsor of the LA Clipper from the basketball pro-league NBA.
Rwanda is the first African country to enter into a partnership for tourism branding with both the NFL and the NBA. “This collaboration enables us to bring the incomparable natural beauty and extraordinary biodiversity of Rwanda closer to the people of Los Angeles and NBA and NFL fans everywhere,” said Jean-Guy Africa, CEO des Rwanda Development Boards.
The country, similar to Qatar and Saudi Arabia, is expanding its portfolio for “Sportswashing”. The world championship of cyclists had only ended on Sunday, previously Rwanda had already closed deals with the football top clubs FC Arsenal and Paris Saint-Germain. In addition, the nation is trying to organize a Formula 1 race.
The German record champion Bayern Munich also had a partnership with Rwanda in 2023, and since the beginning of August the cooperation has limited the development of a youth academy on site. Sponsoring had caused discussions among the Bayern supporters, like the partnership, which has now ended, with Qatar Airways.