Young football player showcasing a Barcelona jersey in a sports shop with team merchandise in the background.
DR Congo has signed a $51 million shirt sponsorship deal with FC Barcelona, concluding its third major partnership this year following similar tourism-focused deals with AC Milan and AS Monaco. The campaign, branded “Heart of Africa,” aims to spotlight DR Congo’s rich biodiversity, cultural heritage, and breathtaking landscapes in an effort to attract more tourists. The move resembles similar deals by neighboring Rwanda, which has leveraged sports partnerships to boost tourism. However, critics, including fans of the partnered clubs, have expressed their reservations about the deal, citing Kinshasa’s human rights record and governance concerns. Some football analysts have also suggested that Barcelona’s acquiescence to the deal reflects the club’s dire financial state and its willingness to do anything to raise funds.
SEMAFOR