BARCELONA, Spain – FC Barcelona will sport “DR Congo – Heart of Africa” on the back of their training shirts starting next season, under a new €44 million ($50 million) partnership with the Democratic Republic of Congo (DR Congo) aimed at boosting the country’s global image.
The four-year agreement, unveiled this week, is part of DR Congo’s broader strategy to reposition itself as a tourism and investment destination.
In addition to branding on training gear, the partnership includes cultural exhibitions at Barcelona’s Camp Nou and youth training camps for Congolese athletes.
Barcelona has not disclosed the value of the deal on its end, but the reported figure has stirred controversy at home, where Congolese citizens and civil society groups have questioned the government’s spending priorities amid ongoing armed conflict and domestic economic challenges.
Backlash at Home
DR Congo’s eastern region remains engulfed in a humanitarian crisis, with rebel groups, notably the M23 militia, occupying swathes of territory.
Though a ceasefire was recently signed, critics say public funds should be directed toward rebuilding war-torn regions and revitalizing the underfunded domestic football league.
“When you talk about tourism, it should be about things to see when people come here,” said Kinshasa resident Muzinga Lemfu. “Rather than investing that money abroad, they should build the country first.”
Still, some Congolese see the agreement as a strategic soft power move. “I’m happy to show DR Congo off to the world and also to bring tourists to the country,” said another local, Freddy Kabengele.
Sports Diplomacy as a Branding Tool
The deal mirrors other high-profile sponsorships by African governments. Rwanda has promoted its “Visit Rwanda” campaign through partnerships with Arsenal, Paris Saint-Germain, and Bayern Munich.
These arrangements have attracted scrutiny, particularly due to Rwanda’s alleged support for rebel groups in eastern DR Congo—a charge Kigali denies.
DR Congo’s Sports Minister Didier Budimbu defended the Barcelona deal in an interview with BBC Focus on Africa, noting that it includes a training program for 50 young Congolese players and 10 coaches.
Barcelona will also run multi-sport camps in the country, covering disciplines like basketball, handball, and roller hockey.
“The goal is to reposition the country as a leader in tourism and investment opportunities,” Budimbu said.
DR Congo has inked similar agreements with AC Milan and AS Monaco in recent months.
Questions of Timing and Morality
The timing of the Barcelona deal has raised eyebrows, especially given DR Congo’s diplomatic tensions with Rwanda over the eastern conflict.
In February, DR Congo’s Foreign Minister Thérèse Kayikwamba Wagner wrote to European clubs criticizing their partnerships with Rwanda, calling into question their “morality” amid ongoing violence.
Back in 2023, a planned tourism sponsorship deal between South Africa’s tourism board and Tottenham Hotspur collapsed following public outcry.
Observers now wonder if DR Congo may face similar domestic opposition that could jeopardize its European sports diplomacy strategy.
While the government insists the partnership is a long-term investment in national branding, the divide between the administration’s priorities and public sentiment remains stark.