₦airaland Forum

The Democratic Republic of Congo has agreed to pay over ₦70.85 billion in a sponsorship deal with FC Barcelona as part of a strategy to promote the country as a leading African destination.

The deal, revealed in a contract dated June 29, will see Congo's "Heart of Africa" tourism logo featured prominently on team apparel and club media.

Congo targets global rebranding with bold football play

As part of the four-year agreement, Congo will pay the Spanish giants between €10 million and €11.5 million annually.

The deal includes branding rights on the backs of Barcelona’s training and warm-up jerseys for both the men’s and women’s teams, as well as placements in the club’s magazine, annual report, and advertising spaces.

According to Congolese officials, this is a calculated move aimed at rebranding the nation’s international image and promoting tourism, even amid internal instability.

It follows similar deals with AC Milan and AS Monaco, reportedly worth €14 million and €1.6 million per season, respectively.

Sports Minister Didier Budimbu and Tourism Minister Didier M’Pambia have both described these sponsorships as part of a larger vision to position the DRC as a leader in African tourism and investment.

Mixed reactions trail DR Congo’s mega spending amid conflict

While government officials see these deals as a long-term investment in soft power and international image-building, the decision has drawn criticism at home.

With eastern Congo still plagued by violence and displacement, critics argue that spending over ₦70 billion on football sponsorships may not reflect the country’s most urgent needs.

This deal also comes just months after DR Congo called on top European clubs to cut ties with Rwanda over alleged rebel support in the region. Barcelona has declined to comment, and Congo’s tourism ministry remains silent.

Zenzu01:
https://www.pulsesports.ng/football/story/embattled-african-country-set-to-shell-out-naira70-billion-to-sponsor-barcelona-2025071718440095401

jericco1:
it is worth it if you ask me as the country will definitely benefit

cyberbro:
It worked for Rwanda, so why not?
I just hope they're also investing in infrastructure and social development...

jericco1:
it is worth it if you ask me as the country will definitely benefit