The stadium, home to the Los Angeles Rams of the National Football League (NFL), hosted the promotion as part of the partnership between the team and Rwanda to raise the country’s international profile and attract more tourists.
Fans attending the event had an opportunity to learn about Rwanda’s natural attractions and tourism opportunities. Rwanda is widely known as the “Land of a Thousand Hills” because of its distinctive landscape.
Rwanda Promotes Tourism Through International Sports
Showcasing Visit Rwanda at major sporting events is part of the country’s strategy to reach international audiences through sports that attract large numbers of fans.
Rwanda continues to partner with major international sports teams and organisations to increase its global visibility, attract visitors and support the growth of its tourism sector. Through these partnerships, the country seeks to showcase its natural beauty, cultural heritage and travel experiences to audiences around the world.
Visit Rwanda Partners with Los Angeles Sports Teams
In September 2025, Rwanda entered into partnerships with American sports teams, including the Los Angeles Rams of the NFL and the Los Angeles Clippers of the National Basketball Association (NBA). Both teams are based in Los Angeles.
Under the agreements, Visit Rwanda serves as an international tourism partner, with promotional activities taking place at venues associated with the teams. For the Los Angeles Rams, the partnership includes exposure at SoFi Stadium and Hollywood Park, a major sports and entertainment destination in the western United States.
Players from the teams have also worn apparel promoting the Visit Rwanda campaign as part of efforts to increase the country’s visibility among international sports audiences. The partnerships form part of Rwanda’s broader approach to using international sports platforms to promote tourism and introduce the country to potential visitors.
