Some of Rwanda’s coffee exporters have expressed optimism about the benefits they expect from the recent partnerships that Visit Rwanda signed with two major American sports teams — the Los Angeles Clippers of the NBA and the Los Angeles Rams of the NFL. They believe the deals will help promote Rwandan coffee in the United States and expand its market reach.
On September 29, 2025, Visit Rwanda announced its new collaboration with the Los Angeles Clippers and Los Angeles Rams, aimed primarily at promoting Rwanda’s tourism and investment potential in the U.S.
This marks the first time Rwanda has entered the American sports marketing scene, after several years of partnering with major European football clubs such as Arsenal FC, Paris Saint Germain, and FC Bayern Munich.
As part of the Visit Rwanda deal with the LA Clippers, Rwanda will feature prominently at the team’s new home arena, Intuit Dome, with branding visible on screens and in player areas. The partnership also includes initiatives to promote Rwandan coffee, which will be showcased and sold at the arena.
Intuit Dome, inaugurated in 2024, is among the world’s most advanced sports facilities and accommodates up to 18,000 spectators.
Rwandan coffee exporters have warmly welcomed this development, saying it will boost the visibility of Rwandan coffee in the U.S. and strengthen its market presence.
Jean Jacques Ndayisenga, CEO of Rwanda Trading Company, which exports coffee to the U.S., Asia, and Europe, told The New Times that they have high expectations from this deal.
He said, “We don’t yet know which type of coffee will be exported through this partnership — whether green or roasted — but what matters most is that it will be showcased there. Given the quality of Rwandan coffee, we expect the market to grow significantly.”
Ndayisenga added that their company currently exports around 200 containers annually, each carrying at least 19.2 tons, with half of them going to the U.S. He believes this partnership will help increase their customer base in America.
Emmanuel Rulinda, CEO of Silverbacks Coffee Ltd based in Musanze District, noted that the U.S. has always been a major market for Rwandan coffee, accounting for about 40% of Rwanda’s total coffee exports, estimated between 10 and 40 tons annually.
He said, “This partnership shows that Rwandan coffee is gaining global trust. Even though we’re not directly part of the agreement, everyone in the sector will benefit from its impact.”
Rulinda emphasized that the U.S. market values high-quality coffee and pays premium prices, which is encouraging for exporters.
David Rubanzangabo, a coffee exporter from Huye District who mainly supplies China and ships about 58 tons annually, also praised the partnership, saying it will benefit everyone involved in the coffee industry.
He said, “This isn’t just about exporters. Farmers will also gain because as the market grows, prices will rise, motivating more people to grow and process coffee. It will also promote Rwanda’s image globally, which benefits us all.”
Immaculée Mukamana, Managing Director of Nyamurinda Coffee Growers in Nyamagabe District, added that the agreement will not only benefit those in the coffee sector but also other Made-in-Rwanda producers, as it will help them access international markets for their products.
