Africa-Press – Rwanda. Rwandan coffee exporters have welcomed the partnership announced on September 29, which will see Rwandan coffee become a key sponsor at the Intuit Dome, the home venue of the LA Clippers, under the Visit Rwanda brand.
As part of the deal, Visit Rwanda will serve as the exclusive jersey patch sponsor of the Clippers as well as the official coffee sponsor of Intuit Dome. The Visit Rwanda logo will appear on all game and practice jerseys, both at home and away.
Officially opened in 2024, the Intuit Some arena has quickly become one of the most technologically advanced sports venues in the world. With a seating capacity of around 18,000, the dome is equipped with massive 4K LED screens, dynamic lighting, and a 360-degree halo scoreboard.
The multi-year agreement also includes youth development initiatives and community programmes in both Los Angeles and Rwanda, such as court refurbishments and coaching clinics.
Speaking with The New Times, Rwandan coffee exporters said the partnership could boost visibility and demand for Rwandan coffee in the United States and beyond.
Jean-Jacques Ndayisenga, Managing Director of Rwanda Trading Company, which exports green coffee to the US, Asia, and Europe, said the deal offers significant potential.
“We do not yet know the specific coffee model to be exported through this partnership, whether green or dried, but the visibility is what matters most. With Rwandan coffee’s quality, demand is likely to grow,” he said.
Ndayisenga noted that his company already exports an average of 200 containers annually, each holding 19.2 tonnes, half of which goes to the US market. He added that the partnership could expand the market beyond existing buyers such as Westrock.
Emmanuel Rulinda, Managing Director of Silverbacks Coffee Ltd, based in Musanze District, said the US has always been a key destination for Rwandan coffee, accounting for about 40 per cent of exports, which range between 10 and 40 tonnes a year.
“This partnership signals the potential of Rwandan coffee. Even if we are not directly part of the exports linked to the deal, the entire sector will feel the impact,” he said.
He added that the US market not only demands high quality but also pays premium prices, which Rwandan coffee already meets.
Another exporter, David Rubanzangabo, based in Huye District, who exports an annual average of 58 tonnes of green coffee mainly to China, said the sponsorship could have ripple effects across the industry.
“This is not just about exporters. Farmers will also benefit as increased visibility will push demand and raise prices, encouraging more production. It is also about country branding, and that impacts all of us.”
Immaculée Mukamana, Managing Director of Nyamurinda Coffee Growers, a company based in Nyamagabe District that cultivates and exports coffee, said the deal could benefit not only coffee farmers but also other Made-in-Rwanda products.
“The quality of Rwandan coffee will create interest in other Rwandan products as well. Farmers are also set to benefit since the revenues eventually go back to them.”
As exporters, we give them bonuses depending on how the market performs. We thank the government for this initiative, which will also benefit investors,” she said.
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