Rwanda’s spree in La-La Land takes sports sponsorship layout above $50m a year

Why is Visit Rwanda spending over $20m per year sponsoring two LA-based sports franchises?

How do the recent deals with the NBA's Clippers and the NFL’s Rams fit into the country’s wider sports sponsorship strategy?

Why did the Premier League’s Arsenal choose not to renew its deal with Visit Rwanda?

Why are three central African countries – Rwanda, the Democratic Republic of the Congo and the Republic of the Congo – targeting sport to promote themselves?

Matthew Glendinning, European Sponsorship Editor at SportBusiness, discusses these topics – including a full breakdown of the financials of the deals – with Frank Dunne, SportBusiness’s Editor-at-Large.

You can subscribe to Inside the Deal on Apple Podcasts, Spotify and Amazon Music.

Enter SBPODCAST30 at checkout for monthly and annual SportBusiness.com subscriptions for a 30-per-cent discount here.

Host: Frank Dunne

Contributors: Matthew Glendinning

Editor: Lumi Lehmuskallio

Sources:

1 Visit Rwanda commits major spend on LA-based properties | SportBusiness Sponsorship

2 Visit Rwanda enters US with Clippers, Rams | SportBusiness Sponsorship

3 Arsenal opts against renewal with Visit Rwanda | SportBusiness Sponsorship

4 DRC follows Rwanda visibility path with AC Milan and Monaco | SportBusiness Sponsorship

5 Barcelona deal extends DR Congo’s football drive | SportBusiness Sponsorship

6 Congo enters French football with Lyon deal | SportBusiness Sponsorship

7 Tourism sector provides growth for sport in post-Covid boom | SportBusiness Sponsorship

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