Partnerships with the Rwandan Government
The Los Angeles Rams and LA Clippers announced partnerships with the Rwandan government on Monday, aimed at boosting the East African nation’s tourism sector. This move is part of Rwanda’s broader strategy to enhance its visibility in the world of sports, despite ongoing scrutiny over its human rights record. The Rwandan government has faced allegations of attempting to deflect attention from its history of human rights violations while promoting its image globally.
Details of the Sponsorships
Under these recently forged agreements, the Rams and Clippers will feature the slogan “Visit Rwanda” prominently; the Clippers will display this on their jerseys, becoming the exclusive patch partner, while advertisements will also appear throughout SoFi Stadium, the Rams’ home ground. The Rwanda Development Board has designated these sponsorships as “multiyear”, though no specifics regarding the duration or financial terms have been disclosed by either team or the Board.
Rwanda, which continues to grapple with poverty, previously established a similar partnership with Arsenal Football Club, rumored to involve payments of over $12 million annually. This kind of engagement has raised eyebrows, particularly as the NBA has cultivated a relationship with Rwandan President Paul Kagame that aligns with its expansion efforts in Africa—efforts that some critics contend ignore severe human rights abuses such as political imprisonment and violence.
Reactions and Implications
Neither the Rams nor the Clippers fielded questions regarding the implications of these sponsorships, nor was there an immediate response from an NBA representative. An NFL spokesperson confirmed that the Rams had notified the league about the partnership, asserting compliance with NFL regulations and federal law.
Jean-Guy Afrika, the CEO of the Rwanda Development Board, emphasized the dual purpose of this engagement, stating that it allows Rwanda to share its “unrivaled natural beauty” and rich biodiversity with audiences in Los Angeles as well as broader NBA and NFL fan communities.
The “Visit Rwanda” brand will also be visible at the Intuit Dome, home of the Clippers, and at Hollywood Park, a major development being pursued by Rams owner Stan Kroenke. Interestingly, Kroenke’s ownership of Arsenal has been cited as a factor in these sponsorship conversations with the Rams.
NBA’s Involvement in Rwanda
The NBA’s involvement in Rwanda dates back to the establishment of the Basketball Africa League in 2021, further solidified through a financial arrangement with Rwanda that reportedly sees the nation invest $6-$7 million every year for branding opportunities and playoff hosting rights. RwandAir, the national carrier, functions as the NBA’s official travel partner.
International Criticism
In light of these developments, international criticism has emerged, particularly from the Democratic Republic of Congo, which has urged the NBA and other sports organizations to reconsider their affiliations with the Rwandan government, citing serious human rights concerns. Rwanda relies heavily on foreign financial aid, receiving more than a billion dollars annually, with over $150 million sourced from the United States alone.
