Heart of Africa Takes Center Stage: Barcelona Signs Landmark Sponsorship Deal with DR Congo

📰 iNewsAfrica | Sports Business | July 31, 2025

Barcelona, Spain — In a groundbreaking alliance that bridges sport, culture, and geopolitics, FC Barcelona has officially inked a four-year sponsorship agreement with the Government of the Democratic Republic of Congo (DRC), marking a historic first between a top-tier European club and an African nation at this scale.

The deal, reportedly worth €44 million, designates the DRC as Barcelona’s “Official Empowerment Partner for Sports and Culture”, and will see the slogan “R.D. Congo – Coeur de l’Afrique” (“Heart of Africa”) emblazoned on the training shirts of all professional Barça teams from the 2025/26 season through 2028/29.

Beyond branding, the partnership paves the way for:

• Barça Academies and grassroots sports programs in DR Congo,

• Coach training initiatives via the Barça Innovation Hub,

• And the launch of a permanent “House of the DRC” exhibit at the newly renovated Spotify Camp Nou, spotlighting Congolese cultural heritage.

Barcelona President Joan Laporta hailed the partnership as “a new chapter in global sport diplomacy,” while DRC officials called it “a visionary step in rebranding Africa’s image through elite global platforms.”

However, critics argue the optics are complex, given the DRC’s ongoing domestic challenges. Human rights activists have urged transparency in how sponsorship funds are allocated within the country.

Regardless, the sponsorship cements the DRC’s growing presence on the international stage, following similar moves with AS Monaco and AC Milan — a clear signal that Africa’s cultural capital is being actively exported through sport.

— Reporting by iNewsAfrica Global Desk

For media kits, graphics, or expert analysis on the deal’s impact on African soft power and European football economics, contact: publisher@inewsafrica.com