Barcelona Teams Up with DR Congo in Tourism Promotion Drive
Spanish football powerhouse FC Barcelona has entered a multi-million dollar partnership with the Democratic Republic of the Congo, aiming to spotlight the country’s tourism potential. The Barcelona sponsorship deal with DR Congo to promote tourism is valued at more than $46 million and was formalized on June 29.
As part of the agreement, DR Congo will be branded as the “heart of Africa” on Barcelona’s training and warm-up jerseys across both men’s and women’s teams. The country’s tourism logo will also appear in club advertisements, the official magazine, and the annual report.
Details of the Four-Season Agreement
The sponsorship will run across four football seasons, with annual payments estimated between $11.6 million and $13.3 million. This collaboration marks one of the most high-profile attempts by DR Congo to reposition its global image through sports marketing, despite ongoing internal challenges.
The move is part of a broader strategy to increase visibility for DR Congo’s tourism sector via international sports platforms.
DR Congo Expands Sponsorship Strategy with Other Clubs
Barcelona is not the only European club to enter into agreements with DR Congo. In June, AS Monaco and AC Milan also revealed sponsorship deals with the country. According to DR Congo’s Sports Minister Didier Budimbu, Monaco’s contract is worth $1.85 million per year. Meanwhile, a government source estimated AC Milan’s deal at approximately $16.2 million annually.
Though Barcelona and the DR Congo Ministry of Tourism have stayed silent on the sponsorship’s finer points, the partnership marks a bold step for the Central African country.
Political Tensions Overshadow Tourism Efforts
The sponsorships are unfolding amid heightened political tensions in the Great Lakes region. DR Congo’s Foreign Minister Therese Kayikwamba Wagner has publicly urged Arsenal, Bayern Munich, and Paris Saint-Germain to end their sponsorships with “Visit Rwanda”.
Her appeal followed the M23 rebel group’s swift capture of Goma, an escalation that sparked accusations of Rwandan involvement—allegations denied by Rwanda but supported by a recent UN report.
Tourism Branding Amid Conflict: A Calculated Risk
Despite the conflict and social upheaval, DR Congo’s government continues to invest in international branding efforts. These sponsorship deals represent a calculated attempt to reshape the country’s image and stimulate tourism revenue through high-visibility sports marketing.
For more details on this developing story, visit Reuters.
