FC Barcelona has signed a landmark sponsorship agreement with the Democratic Republic of Congo (DR Congo), marking a new chapter in global sports diplomacy. The four-year deal, reportedly worth €44 million, positions DR Congo as the club’s official “Empowerment Partner for Sports and Culture” and its third major international tourism sponsor in 2025.
Under this agreement, the message “R.D. Congo – Cœur d’Afrique” (Heart of Africa) will be displayed on the back of Barça’s men’s and women’s team training kits for the next four seasons. The partnership also involves cultural, educational, and sporting initiatives both in the DRC and at the iconic Spotify Camp Nou.
As part of the deal, FC Barcelona will host youth sports clinics across multiple disciplines—including football, basketball, and handball—in the DRC. In addition, the Barça Innovation Hub will train Congolese coaches in sports science, youth development, and event planning.
The collaboration will culminate in the opening of a permanent cultural exhibit called the “House of the DRC” at the Camp Nou stadium in Barcelona. This immersive space will celebrate Congolese heritage and serve as a hub for cultural exchange with millions of visitors annually.
DR Congo is the latest African nation to use sports sponsorship as a vehicle for tourism and cultural branding. Earlier in 2025, similar deals were announced with Milan and Monaco. The government sees this partnership with Barça as an opportunity to boost its global image, encourage youth development, and attract tourism.
However, the deal has sparked criticism. Human rights advocates and international observers have raised concerns about the timing, citing ongoing conflict and displacement in eastern Congo. Some view the sponsorship as a strategic distraction from internal crises.
Still, both parties describe the partnership as a long-term investment in empowerment and cultural diplomacy, using sport as a bridge for development and global connection.