Barcelona / Kinshasa – July 2025
In an unexpected and controversial move, FC Barcelona has signed a multi-million-euro shirt sponsorship deal with the government of the Democratic Republic of Congo (DRC), making it the first time a conflict-affected African state will feature on the jersey of a major European football club.
The agreement, announced jointly by the Catalan club and Congolese officials, includes prominent front-of-shirt branding promoting “Visit Congo – Heart of Africa”, part of Kinshasa’s newly launched global tourism and investment initiative.
The deal, worth an estimated €38 million over three seasons, has been praised by some as a bold African branding breakthrough, but critics say it whitewashes ongoing conflict, human rights abuses, and economic instability in eastern DRC.
“It’s deeply problematic,” says Jean-Marc Kabuya, a Congolese human rights lawyer. “While our people are dying in Ituri and North Kivu, we are spending millions to sponsor a football team?”
The DRC has faced decades of violence, particularly in its mineral-rich eastern regions where militias, foreign armed groups, and government forces have clashed. The United Nations estimates over 6.9 million people have been displaced, with mass atrocities still under investigation.
FC Barcelona, however, defended the deal. “We see this partnership as an opportunity to contribute to Congo’s recovery narrative and promote tourism in a misunderstood region,” said Barça president Joan Laporta.
According to insiders, the agreement also includes community outreach initiatives, youth football academy support in Kinshasa, and a future exhibition match on Congolese soil—though no clear dates have been provided.
Congolese President Félix Tshisekedi hailed the deal as a “moment of soft power triumph” for Africa and promised transparency around the source of funding.
But opposition lawmakers and civil society organizations in DRC are calling for a parliamentary inquiry, demanding details on whether the funds were diverted from national priorities such as health and security.
Meanwhile, African football fans remain divided. Some celebrate the visibility boost, while others worry that Barcelona’s global reach could normalize partnerships with authoritarian or unstable regimes.
“Football should not be used to launder reputations,” says sports ethics commentator Kwame Ayew. “This deal forces a deeper conversation on who gets to buy global image.”
The sponsorship begins with the 2025/26 La Liga season, with DR Congo’s branding replacing current sponsor Spotify on all home and away kits.