Visit Rwanda appoints NBA rising star Nate Ament as Global Ambassador
In a first-of-its-kind ambassador partnership for Visit Rwanda, ELLVEE has supported the Rwanda Development Board in appointing National Basketball Association (NBA) future star Nate Ament as the country’s new Global Ambassador.
The partnership marks an evolution of Visit Rwanda’s sponsorship strategy, expanding beyond traditional rights-based sports partnerships into athlete-led storytelling and long-term brand engagement. Rather than focusing solely on global awareness, the collaboration is designed to create authentic connections with audiences through Ament’s genuine relationship with Rwanda and his passion for the country and its people.
As part of the multi-year partnership, Ament will work with Visit Rwanda to promote the country internationally while engaging directly with communities through basketball development initiatives and youth programmes. The collaboration aims to inspire the next generation of Rwandan athletes by creating opportunities both on and off the court, while showcasing Rwanda as a destination for tourism, investment and sporting excellence.
The partnership was announced on the eve of the 2026 NBA Draft, ahead of Ament being selected 13th overall and joining the Milwaukee Bucks.
On the side of Visit Rwanda, the deal was supported by ELLVEE, which acted as commercial advisors throughout the process, helping to shape the commercial strategy, structure the partnership and negotiate the agreement.
ELLVEE worked closely with the Rwanda Development Board and Nate Ament’s representatives at LIFT Management to develop a collaboration centred on authenticity, long-term value creation and shared objectives, ensuring it aligns with Visit Rwanda’s broader sponsorship strategy.
Evolving sponsorship strategy
The appointment of Ament builds on Visit Rwanda’s expanding portfolio of global sports partnerships, reflecting a broader strategy to diversify how the country engages international audiences. The portfolio includes partnerships with Paris Saint-Germain, Bayern Munich, Atlético de Madrid, the LA Clippers, the LA Rams, SoFi Stadium, Hollywood Park and the Basketball Africa League.
The addition of an athlete ambassador now deepens the portfolio with an approach more focused on personal storytelling, further evolving Visit Rwanda’s approach to leveraging sport as a platform for tourism, investment and national development.
