In a bold and strategic move to rebrand its global image and attract international tourists, the Democratic Republic of Congo (DRC) has signed a €40 million sponsorship deal with Spanish football giant FC Barcelona. The four-year agreement aims to position the Central African nation as a premier tourist destination under the slogan “The Heart of Africa.”
As part of the deal, FC Barcelona’s men’s and women’s teams will wear training and warm-up kits bearing the DR Congo tourism branding. The partnership also includes promotional placements in club magazines, annual reports, and digital content, ensuring that the Congolese identity is visible to millions of global fans.
The deal will cost the DRC government around €10–11.5 million per year, making it one of the country’s most ambitious marketing campaigns to date. Officials believe that this partnership with one of the world’s most successful football clubs will help counter negative perceptions, draw attention to the nation’s rich natural heritage, and encourage travel and investment.
This isn’t DR Congo’s first step into football diplomacy. Similar agreements have already been inked with AS Monaco and AC Milan, collectively signaling a larger government effort to harness the power of sports branding in reshaping the country’s global narrative.
While the campaign has received mixed reactions due to ongoing internal challenges in the country including security issues in eastern regions supporters argue that investing in image and tourism is a long-term strategy for economic recovery and global integration.
The collaboration with FC Barcelona marks a new chapter in the DRC’s international outreach and highlights a growing trend among African nations using sports to drive tourism and improve international perception.