Barcelona Inks Controversial $50M Shirt Sponsorship Deal with DR Congo Amid Conflict Concerns
Barcelona has signed a four-year sponsorship deal with the Democratic Republic of Congo (DR Congo), featuring “DR Congo – Heart of Africa” on the back of their training shirts starting next season.
The agreement, reportedly worth €44m ($50m; £38m), aims to promote DR Congo’s tourism and investment potential. It includes an immersive cultural exhibition at Camp Nou, a training camp for 50 young Congolese players and 10 coaches, and multi-sport camps for children in basketball, handball, and roller hockey.
DR Congo has similar deals with AC Milan and AS Monaco as part of a strategy to “reposition” the country, according to Sports Minister Didier Budimbu.
The deal has sparked criticism in DR Congo, where eastern regions face ongoing conflict despite a recent ceasefire with rebel groups. Critics, like Kinshasa resident Muzinga Lemfu, argue the funds should address domestic issues, such as the underfunded local football league, rather than foreign sponsorships.
Others, like Freddy Kabengele, support the deal for its potential to boost tourism. The agreement draws parallels to Rwanda’s “Visit Rwanda” sponsorships with Arsenal, PSG, and Bayern Munich, which have faced accusations of sports-washing amid Rwanda’s alleged support for DR Congo rebels—a claim Rwanda denies.
In February 2025, DR Congo’s Foreign Minister questioned the morality of such deals, while a June 2025 peace agreement aims to ease tensions. The controversy highlights tensions between international branding and domestic priorities in conflict-affected regions.
