FC Barcelona has signed a four-year sponsorship agreement with the Democratic Republic of Congo (DR Congo) that will see the words “DR Congo – Heart of Africa” displayed on the back of the team’s training shirts from next season.
The partnership, reportedly worth €44m ($50m; £38m) to the central African nation, has drawn both praise and fierce criticism. While Barcelona has not confirmed the financial figure, the Congolese government says the deal is part of a broader effort to boost the country’s global image.
The agreement comes as DR Congo grapples with instability in its east, where a rebel group has seized large areas in recent months. A ceasefire has been declared, but decades of conflict and underinvestment have left much of the country struggling — including its domestic football league, which suffers from chronic funding shortages.
Critics argue that the government’s priorities are misplaced. “When you talk about tourism, it should be about things to see when people come here,” said Kinshasa resident Muzinga Lemfu. “Rather than investing that money abroad, they should invest that money to build the country first.”
Others, however, see value in the international exposure. Freddy Kabengele, another Kinshasa resident, welcomed the campaign, saying it would “show DR Congo off to the world and bring tourists to the country.”
As part of the sponsorship, Barcelona’s Camp Nou stadium will host an “immersive exhibition” celebrating DR Congo’s cultural diversity and sporting tradition. The deal also includes a training camp in Spain for 50 young Congolese players and 10 coaches, along with multi-sport camps in basketball, handball, and roller hockey across the country.
Sports Minister Didier Budimbu, speaking to BBC Focus on Africa, described the agreement as a strategic move to “reposition” DR Congo as a leader in tourism and investment opportunities. Similar partnerships have already been signed with Italian club AC Milan and French side AS Monaco.
The move mirrors Rwanda’s high-profile “Visit Rwanda” campaign, which has appeared on Arsenal’s sleeves since 2018 and on kits for Paris St-Germain and Bayern Munich. Those deals, too, have faced scrutiny, especially amid allegations — denied by Rwanda — of backing rebels in eastern DR Congo. Earlier this year, Congolese Foreign Minister Thérèse Kayikwamba Wagner criticised Rwanda’s sponsorships, questioning their “morality.”
Some analysts warn that such agreements risk being viewed as “sports-washing” — using global sports platforms to overshadow human rights concerns and ongoing conflicts.
Despite the controversy, the DR Congo government insists the Barcelona deal is a step toward reshaping the nation’s global reputation, banking on the power of football to inspire positive perceptions abroad. Whether that vision resonates with its citizens remains sharply divided.
