Rwanda’s government has increased its international sports visibility by inking seven-figure sponsorships with high-profile professional sports clubs. It is a significant move considering the ongoing accusations of human right abuses. The local LA teams, the Los Angeles Rams and LA Clippers, recently signed sponsorship agreements with the Rwandan government. These clubs will display the ‘Visit Rwanda’ branding at their stadiums. This latest decision falls in line with Rwanda’s wider bid to use sport to further its global agenda.
The NBA has been instrumental in this effort as well. The league launched the Basketball Africa League in 2021, featuring games hosted in a newly constructed $104 million arena in Kigali, Rwanda’s capital. Rwanda spends $6 million to $7 million annually. In addition to promoting “Visit Rwanda” on NBA team jerseys, this funding plays the league’s playoff games in the Kigali arena. Moreover, to further this goal, the Rwandan government dishes out at least $12 million annually to Arsenal Football Club for advertising space.
As Rwanda seeks these high-profile sports partnerships, it is under intense scrutiny over its abysmal human rights record. Critics, including activists from the Democratic Republic of Congo, have called on international sports bodies such as the NBA and Formula 1 to reconsider their multimillion-dollar contracts with the Rwandan state. They charge that Kigali is whitewashing its own history of egregious human rights abuses. Reports have documented horrific examples of unlawful imprisonment, torture, and execution of political opponents. They further claim the funders of child soldiers in neighboring Congo.
Jean-Guy Afrika, CEO of the Rwanda Development Board, reflected positively on the partnerships in stating,
“This engagement enables us to export Rwanda’s unrivaled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere.”
Rwanda’s national airline, RwandAir, serves as the NBA’s official travel partner, further solidifying the country’s connections within the sports community. Since its release late last year, the “Visit Rwanda” slogan will feature prominently at SoFi Stadium, home of the LA Rams, and at Hollywood Park. This 300-acre, mixed-use development is being spearheaded by Stan Kroenke, owner of Rams and Arsenal.
Despite receiving over $1 billion in annual foreign aid, including more than $150 million from the United States, Rwanda’s approach to international engagement raises critical ethical questions. Human rights activists have long called for increased accountability and transparency around the Rwandan government’s practices.
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