Barcelona Signs €40 Million Sponsorship Deal with DR Congo to Boost Tourism

 

The Democratic Republic of Congo (DRC) has signed a high-profile sponsorship agreement with Spanish football giant FC Barcelona, worth over 40 million euros ($46.37 million), aimed at promoting tourism. According to a contract reviewed by Reuters and dated June 29, the deal will run for four seasons, with the DRC paying Barcelona between 10 million and 11.5 million euros annually.

See also:  ALGERIA Largest country in Africa

As part of the agreement, a logo branding the DRC as the "heart of Africa" will appear on the back of the training and warm-up jerseys of both Barcelona’s men's and women's teams. The tourism campaign will also feature in the club's advertisements, magazine, and annual report. Barcelona declined to comment on the deal.

This move is part of a broader campaign by the Congolese government to boost its international image and attract tourism and investment, despite the country's ongoing conflict in the east. The campaign has also led to recent sponsorship agreements with other European football clubs. AS Monaco and AC Milan signed similar deals last month. Sports Minister Didier Budimbu confirmed the AS Monaco contract is worth 1.6 million euros per season, while a government source revealed that the AC Milan deal is valued at 14 million euros per season.

Tourism Minister Didier M'Pambia said the initiative is intended to reposition the DRC globally as a leading African destination. However, the push comes amid ongoing instability, including recent rebel advances in eastern Congo.

In February, DRC’s foreign minister publicly criticized similar "Visit Rwanda" deals held by Arsenal, Bayern Munich, and Paris Saint-Germain, calling them "blood-stained" amid accusations that Rwanda supports M23 rebels. A UN report reviewed by Reuters recently alleged Rwanda's military command over M23 and their influence over the mineral-rich region.