The partnership, announced on June 29, 2026, marks a new chapter in Rwanda’s strategy of using sport to promote tourism, investment and culture on the global stage. As ambassador, Ament will represent Visit Rwanda through international tourism campaigns, promotional events, digital content and community initiatives aimed at showcasing Rwanda to audiences around the world.
Ament, who has Rwandan roots, recently began his professional basketball journey after being selected in the 2026 NBA Draft. He is expected to play a key role in inspiring young athletes while strengthening Rwanda’s growing connection with the global basketball community.
The partnership also builds on Visit Rwanda’s expanding portfolio of sports collaborations, which includes sponsorship agreements with Atlético de Madrid, Paris Saint-Germain, the LA Clippers, the LA Rams and the Basketball Africa League (BAL), whose finals Rwanda has hosted since the competition’s inaugural championship in 2021.
Chief Executive Officer of the Rwanda Development Board (RDB), Jean-Guy Afrika, said appointing Ament as the first individual ambassador represents an important milestone for the Visit Rwanda brand.
“For several years, Visit Rwanda has partnered with some of the world’s most recognised sports organisations to showcase Rwanda globally. Nate represents an exciting evolution of that journey. As our first individual global ambassador, he brings a personal story that reflects the values driving Rwanda’s transformation: ambition, discipline, resilience, and the belief that talent, when nurtured, can compete on any stage,” Afrika said.
He added that Ament’s rise to the NBA demonstrates what is possible when opportunity meets potential and expressed hope that his story would encourage young Rwandans to pursue excellence not only in sports but also in business, technology and the creative industries.
Afrika also noted that beyond promoting Rwanda internationally, the partnership will create opportunities for Ament to engage directly with young people through basketball clinics, mentorship programmes and community outreach initiatives.
“By sharing his experiences and connecting with emerging talent, he will help encourage the next generation to dream bigger, realise their potential, and contribute to Rwanda’s continued growth and development,” he said.
Speaking about his new role, Ament said the partnership carries special meaning because of his family heritage and gives him an opportunity to give back to Rwanda.
“Representing Rwanda is something that means a lot to me. Rwanda is part of who I am, and I’m proud to share that connection with the world as I begin my NBA journey,” Ament said.
“Through this partnership, I hope to inspire young people to believe that their dreams are possible no matter where they come from, while helping showcase the beauty of Rwanda, its people, its culture and everything that makes the country special.”
Ament also said he looks forward to working directly with aspiring basketball players across the country.
“One of the things I’m most excited about is spending time with young players in Rwanda and giving back to the basketball community. Whether through clinics, mentorship, community programmes or simply sharing my experiences, I hope to encourage young athletes to keep working toward their goals and help shine a light on the incredible talent that exists in Rwanda.”
Under the agreement, Ament will participate in tourism campaigns, international promotional events and digital storytelling initiatives designed to introduce global audiences to Rwanda. He will also support youth basketball development through skills clinics, mentorship opportunities and community programmes aimed at nurturing the country’s next generation of talent.
Managed by the Rwanda Development Board, Visit Rwanda is the country’s national tourism brand, promoting Rwanda’s tourism experiences, investment opportunities, conservation achievements, cultural heritage and sporting ecosystem through strategic global partnerships.
