FC Barcelona, one of football’s most iconic clubs, has signed a groundbreaking sponsorship deal that will place the Democratic Republic of Congo (DRC) front and center on its 2025-26 kits. The new jersey will feature the slogan “Visit Congo – Heart of Africa,” marking the first time an African nation has been showcased as a primary shirt sponsor for a global football giant.
This partnership is more than a branding strategy—it’s a cultural and geopolitical statement.
A Bold Move, A Bigger Message
The DRC government, through its Ministry of Tourism and Investment Promotion, secured the deal as part of its global outreach campaign to reposition the country as an attractive destination for eco-tourism, business, and cultural exploration.
At the heart of the campaign is a message of rebranding and revival: that Congo is not merely a story of conflict, but a land of rich biodiversity, vibrant culture, resilient people, and economic promise.
For Barcelona, a club that has long seen itself as “more than a club,” the partnership aligns with its global values of diversity, community empowerment, and inclusion. The club’s leadership emphasized the symbolic importance of elevating African narratives beyond aid and charity—toward visibility, pride, and partnership.
What the Jersey Will Say to the World
For millions of football fans, jerseys are more than fabric—they’re identity, passion, and global influence. When FC Barcelona steps onto the pitch wearing a shirt emblazoned with “Visit Congo,” it will:
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Spark global curiosity about the DRC
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Challenge outdated perceptions of African nations
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Inspire pride among Africans and the Congolese diaspora
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Encourage economic and tourism interest in Central Africa
This partnership represents a continental victory, not just a national one.
A Win for the Diaspora
For Africans in the diaspora, especially Congolese communities scattered across the globe, this moment is deeply emotional. It signifies recognition, pride, and the possibility of changing narratives through power and visibility.
African nations have long contributed talent to the global football stage—but now, one is boldly owning the jersey. From Samuel Eto’o to Pierre-Emerick Aubameyang, Africa has helped shape Barcelona’s legacy. Now Africa gets billing on the jersey.
What’s Next?
The Barcelona-DR Congo jersey is set to be unveiled in September 2025. Alongside it, a multi-channel media campaign will roll out, featuring travel documentaries, cultural showcases, and youth exchange programs between Spain and the DRC.
Expect to see:
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“Visit Congo” TV ads on match broadcasts
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Influencer travel vlogs from Virunga, Kinshasa, and Congo River
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Pop-up cultural events across Europe and the U.S.
DR Congo’s story is being told not through pity—but through power.
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