Democratic Republic of Congo agrees to pay more than $46m in sponsorship to FC Barcelona
What you need to know:
- Tourism Minister Didier M’Pambia, speaking during the AC Milan announcement on 20 June, said the partnerships form part of a government strategy to reposition the DRC as a leading African destination for tourism and investment.
Kinshasa. The Democratic Republic of Congo has entered into a $46.37 million sponsorship deal with Spanish football club FC Barcelona, aiming to rebrand the conflict-affected nation as a prime tourism destination under the tagline “heart of Africa”.
According to a contract dated 29 June and seen by Reuters, the agreement will see Congo’s tourism logo featured on the backs of training and warm-up kits for both the men’s and women’s teams. The branding will also appear in the club’s advertising materials, magazine, and annual report.
Congo will pay Barcelona between €10 million and €11.5 million annually across four seasons, totalling more than $46 million.
Although the deal has not been officially announced, it follows similar partnerships with AS Monaco and AC Milan. Sports Minister Didier Budimbu told Reuters that the AS Monaco deal is worth €1.6 million per season, while a government source said the AC Milan contract is valued at €14 million per year.
Tourism Minister Didier M’Pambia, speaking during the AC Milan announcement on 20 June, said the partnerships form part of a government strategy to reposition the DRC as a leading African destination for tourism and investment.
Barcelona declined to comment, and the Congolese tourism ministry has yet to respond to enquiries.
Earlier this year, Congo’s Foreign Minister Thérèse Kayikwamba Wagner urged clubs such as Arsenal, Bayern Munich, and Paris Saint-Germain to cut ties with Rwanda’s “Visit Rwanda” campaign, labelling the sponsorships “blood-stained” amid ongoing rebel activity in eastern Congo, including the seizure of Goma by M23 forces.
