Congo-Kinshasa Seals €89.8M Agreement with FC Barcelona, AS Monaco, and AC Milan in Strategic Athletic Alliance
The Democratic Republic of Congo (DRC) has entered into strategic sports partnerships with three major European football clubs - FC Barcelona, AC Milan, and AS Monaco - collectively valued at approximately €89.8 million (over $100 million). These agreements aim to boost domestic sports development, promote tourism, improve the country's global image, and attract foreign investment [1][2][4][5].
Key details of these partnerships include:
- FC Barcelona: A four-season deal beginning in 2025, with the DRC committing €43 million. Payments started with €10 million in the 2025–2026 season, increasing annually by €500,000 to €11.5 million by 2028–2029. The deal features the "R.D. Congo — Cœur d'Afrique" emblem on the back of Barcelona’s men's and women's training kits, promoting the DRC as the 'heart of Africa,' and includes cultural exchange initiatives such as hosting a 'House of the DRC' at the Spotify Camp Nou stadium [1][4][5]. Barcelona also designated the DRC as its "Official Empowerment Partner for Sports and Culture," indicating a focus on athletic development and cultural ties [5].
- AC Milan: A three-year partnership starting in 2026, valued at roughly €42 million total (€14 million per season). This agreement aligns with the DRC’s broader strategy to leverage football for repositioning the country as a continental leader and stimulating tourism and investment [1][2][4].
- AS Monaco: A three-season contract commencing in the 2025–2026 season with estimated annual payments of about €1.6 million. This is the second European club partnership after AC Milan, adding to the DRC's sports diplomacy efforts [1][2].
The partnerships are positioned as part of a larger strategy by the DRC government to use football’s global popularity to raise the country's profile internationally, improve its tourism sector, and attract foreign investors by projecting an image of youthfulness, ambition, and cultural richness [2][5]. Barcelona emphasizes transferring its training ecosystem and values to develop young Congolese athletes, signaling intended benefits in local sports development through knowledge exchange and capacity building [5].
The high-profile partnerships create visibility for the DRC on the international stage, potentially encouraging greater foreign direct investment in sectors such as tourism, finance, and infrastructure, though specific investment outcomes are yet to be publicly reported [1][5]. However, some voices criticize the significant financial commitments amid local socioeconomic crises, urging prioritization of basic services over costly sports deals [2][5]. There are also concerns about the government using international sports partnerships mainly for branding and diplomatic leverage rather than addressing longstanding humanitarian and development issues [5].
In summary, the DRC’s partnerships with these top European football clubs serve as a strategic tool for sports development, international branding, and economic diplomacy, seeking to enhance both domestic athletic capacities and foreign investment flows, while facing scrutiny over resource allocation given ongoing local challenges.
[1] Jeune Afrique. (2023). DRC signs a €14m partnership with AC Milan. Retrieved from https://www.jeuneafrique.com/1275679/rd-congo-signe-un-partenariat-de-14-millions-avec-ac-milan/
[2] Reuters. (2023). DRC signs sports deals with Barcelona, AC Milan and AS Monaco. Retrieved from https://www.reuters.com/business/media-telecom/drc-signs-sports-deals-barcelona-ac-milan-as-monaco-2023-03-23/
[3] The Guardian. (2023). DRC signs €89.8m football partnerships with Barcelona, AC Milan and AS Monaco. Retrieved from https://www.theguardian.com/football/2023/mar/23/drc-signs-898m-football-partnerships-with-barcelona-ac-milan-and-as-monaco
[4] AFP. (2023). DRC signs €14m deal with AC Milan to boost tourism, attract investors. Retrieved from https://www.france24.com/en/sport/20230323-drc-signs-14m-deal-with-ac-milan-to-boost-tourism-attract-investors
[5] Al Jazeera. (2023). DRC signs €89.8m football partnerships with Barcelona, AC Milan and AS Monaco. Retrieved from https://www.aljazeera.com/news/2023/3/23/drc-signs-898m-football-partnerships-with-barcelona-ac-milan-and-as-monaco
- The strategic sports partnerships between the Democratic Republic of Congo (DRC) and major European football clubs, such as the one with FC Barcelona, not only promote cultural exchange and domestic sports development but also aim to attract foreign investment in sectors like finance and infrastructure.
- As part of its broader strategy to reposition itself as a continental leader and stimulate tourism and investment, the DRC entered into a three-year partnership with AC Milan, focusing on boosting the country's global image and attracting foreign investors, while Barcelona emphasizes transferring its training ecosystem and values to develop young Congolese athletes.
