FC Barcelona will feature the slogan “DR Congo – Heart of Africa” on the back of their training shirts from next season after sealing a four-year sponsorship agreement with the Central African nation.
- Cost: Local media put the deal at €44 million ($50 m), though the club has not confirmed the figure.
- Benefits pledged:
- An “immersive” DR Congo cultural exhibition at Camp Nou.
- A Barça-run training camp for 50 Congolese youth players and 10 coaches.
- Additional multi-sport clinics in basketball, handball and roller hockey.
Domestic backlash
Critics in Kinshasa say the government should prioritise its cash-strapped domestic league, which has struggled to fund basic travel since the pandemic. Human-rights groups fear the partnership could distract from the conflict in eastern DR Congo and ongoing rights abuses.
Sports Minister Didier Budimbu defended the move, calling it part of a broader push to “reposition DR Congo as a hub for tourism and investment.” Similar branding deals already exist with AC Milan and AS Monaco.
Regional context
- Rwanda has promoted its “Visit Rwanda” campaign on Arsenal’s sleeves since 2018, despite accusations of backing rebels in eastern DR Congo—charges Kigali denies.
- A proposed South Africa–Tottenham Hotspur tie-up collapsed in 2023 after public outcry over spending priorities.
Despite comparable criticism at home, DR Congo’s Barcelona deal is set to proceed, placing the country alongside Rwanda, PSG and Bayern Munich in leveraging football for national branding.