🇨🇩 DR Congo's €44m Sponsorship Deal with Barcelona Spurs Debate Over Priorities

 

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The Congolese government defends a high-profile four-year branding deal with FC Barcelona as an investment in tourism and national image—despite public outcry over domestic funding shortfalls in football and conflict-stricken regions.

Zig Diaries Africa News

Date: Wednesday, 31 July 2025
Time: 13:45 PM WAT
Location: 📍Kinshasa, DR Congo

DR Congo has signed a €44 million branding deal with Spanish football giant FC Barcelona to promote the slogan “Heart of Africa,” triggering both excitement and backlash at home.

In a bold move to bolster its international image, the Democratic Republic of Congo has inked a €44 million ($50 million) agreement with FC Barcelona to display the slogan “DR Congo – Heart of Africa” on the club’s training shirts for the next four years.

Under the deal, which begins next football season, Barcelona will also host a cultural exhibition at the Camp Nou stadium highlighting Congolese diversity and sport. Additionally, the agreement includes a training camp for 50 young Congolese athletes and 10 coaches, as well as youth camps across multiple sports.

The government, led by Sports Minister Didier Budimbu, sees the partnership as part of a broader initiative to "reposition" DR Congo as a tourism and investment hub. Similar deals have already been signed with AC Milan and AS Monaco, reflecting a trend in African nations leveraging football’s global platform to promote soft power.

However, the announcement has drawn sharp criticism at home. Many citizens have questioned the allocation of such vast resources toward international promotion, while the national football league suffers from underfunding, especially in the aftermath of COVID-19.

“What about our local teams? What about the war in the east?” asked one Kinshasa-based football journalist. The concern echoes past controversies, such as the public uproar in South Africa over a proposed tourism deal with Tottenham Hotspur, which was later scrapped.

DR Congo's move also reopens debates around Rwanda’s "Visit Rwanda" branding seen on Arsenal jerseys. While Rwanda denies accusations of using sports to whitewash its image amid tensions with DR Congo, earlier this year, DR Congo's foreign minister wrote to European clubs questioning the morality of such sponsorships.

Despite criticism, the Congolese government remains firm in its belief that this deal will yield long-term gains in global visibility, investment, and national pride. 

🏷️Tags: DR Congo, Barcelona, Tourism, Sports Diplomacy, Africa Branding
#DRCongo #BarcelonaDeal #HeartOfAfrica #VisitAfrica #ZigAfrica