The famous Spanish club FC Barcelona has just signed a landmark sponsorship agreement with the Democratic Republic of Congo (DRC), combining economic benefits with a political message to enhance tourism and international visibility.
The DRC has committed to pay over €40 million to FC Barcelona over four years. The deal includes displaying the “RDC Heart of Africa” logo on the training and warm-up kits of both the men’s and women’s teams, as well as featuring in the club’s advertising campaigns, official magazine, and annual report. The DRC will pay between €10 and €11.5 million per season, giving financial relief to the club amid a fragile economic situation.
This move is part of a broader strategy by the Congolese government to promote tourism and clean up its international image by partnering with top European football clubs. In recent weeks, the DRC also signed sponsorship contracts with AS Monaco (€4.8 million over three years) and AC Milan (€42 million over three years).
Political Dimension: A Counter to “Visit Rwanda
The partnership has a strong political undertone. Kinshasa strongly criticizes the “Visit Rwanda” campaign, which sponsors major clubs such as Arsenal, Bayern Munich, and PSG. Earlier this year, the Congolese Foreign Minister urged these clubs to sever their links with Rwanda, accusing Kigali of backing rebel groups in eastern DRC. This sponsorship deal thus serves as a strategic counter-narrative in European football.
Local Perspectives and Programmes
While officials hail this as a chance to reposition the DRC internationally, some in the country question its priorities given pressing social and security challenges. The contract reportedly includes a bonus payment if the logo appears on Barcelona’s main team’s official match kit, increasing its visibility and political impact. The partnership also envisages a development aspect, training and supporting young Congolese athletes, adding long-term value.
This alliance symbolizes how football sponsorship can extend beyond sport into diplomacy and nation-branding.
