The Democratic Republic of the Congo (DR Congo) takes things even further with a high-profile sponsorship agreement with FC Barcelona. This agreement has generated extraordinary criticism and firestorm controversy throughout the country. While not officially announced, the deal is said to be worth 44 million euros, or roughly $50 million. It seeks to position DR Congo as the continent’s capital of tourism and business opportunities. The arrangement comes at a time when the country’s domestic football league suffers from chronic underfunding and faces scrutiny over the government’s priorities.
Foreign Minister Thérèse Kayikwamba Wagner raised important questions about the morality of such a partnership. In a letter addressed to local football clubs, she questioned the “morality” of investing substantial funds in an international sponsorship while domestic leagues continue to struggle financially. Civilians’ Congolese anger towards their government is palpable. They want it to focus on addressing pressing social problems first, not seeking high-profile sports collaborations.
As part of the sponsorship agreement with FC Barcelona, DR Congo will provide an active drilling training camp. It will house 50 young players and 10 coaches, all aimed at improving the local youth football development. These are all positive initiatives, and they deserve praise. Yet this deal had gained notoriety due to DR Congo’s dismal human rights history, raising questions about what incentives are behind such international partnerships.
In a recent bilateral agreement, Sports Minister Didier Budimbu detailed the Congolese government’s strategic priorities for this partnership. He views it as a strategic campaign to reposition DR Congo in the international tourism and investment space. This is a natural extension of our earlier work. The country has inked similar agreements with Italian club AC Milan and French side AS Monaco.
The sponsorship agreement with Barcelona follows closely on the heels of a peace agreement signed between DR Congo and its regional antagonist, Rwanda, last June. This agreement is intended to end years of persistent strife. This backdrop adds even more complication to the narrative. Ever since, Rwanda has been accused of a campaign to destabilize eastern DR Congo by supporting various rebel groups—allegations that the Rwandan government has roundly condemned. This tension continues to overshadow DR Congo’s efforts to escape a history of negative global recognition through international sports sponsorships.
Rwanda’s own recent experience with sports partnerships is perhaps the most salient and relevant comparison. Since 2018, Rwanda has been associated with English club Arsenal by a sponsorship agreement. This project has spurred a surge in tourism, encapsulated with the slogan, “Visit Rwanda.” Some opponents have already taken to calling the move “sports-washing.” They contend it uniquely distracts the public from much graver concerns facing the country, chief amongst them, its continued participation in brutal wars with its breakaway regions.
Earlier in 2023, South Africa’s tourism board unsuccessfully attempted to sign a sponsorship agreement with Tottenham Hotspur. The proposal never got off the ground due to the intense public outcry. Citizens are growing more aware of what sponsorships can mean. They understand how these agreements can cloud the light that should be focused on urgent national priorities.