DR Congo Secures Major Football Sponsorship Deals with AC Milan and AS Monaco to Boost Tourism
DR Congo Leverages Football to Enhance Global Image
While the Democratic Republic of Congo (DRC) may not currently dominate international football tournaments, the Central African nation is making strategic moves to elevate its global profile through high-profile sports sponsorships. Following in the footsteps of Morocco and Rwanda, the DRC has secured landmark partnerships with two of Europe’s most prestigious football clubs—AC Milan and AS Monaco—as part of a broader tourism and branding initiative.
AC Milan Deal: A €14 Million Per Season Boost
The agreement with AC Milan, a 19-time Italian Serie A champion and seven-time UEFA Champions League winner, was officially announced on June 20, 2025. This comes nine months after the initial memorandum of understanding was signed between DRC’s Tourism Minister Didier M’Pambia Musanga and Milan’s leadership.
The three-year sponsorship deal, worth €14 million per season, will officially commence on July 1, 2026. However, the “Explore the DRC, Heart of Africa” logo will make an early appearance at Milan’s iconic San Siro stadium during matches and at the club’s Milanello training facility starting this season. The branding will be prominently displayed on AC Milan’s jerseys beginning in 2026.
AS Monaco Partnership: Expanding African Visibility in European Football
Details of the AS Monaco agreement remain under wraps, but the partnership follows a growing trend of African nations using elite European football as a platform for nation branding. The DRC’s strategic move mirrors successful campaigns by Rwanda (with Arsenal and Paris Saint-Germain) and Morocco (through various sponsorship deals).
Sports Diplomacy: A New Frontier for African Nations
These football partnerships represent more than just commercial deals—they’re a form of sports diplomacy designed to reshape international perceptions. For the DRC, a country often associated with political instability and conflict, the sponsorships offer an opportunity to highlight its cultural richness and tourism potential to a global audience of millions.
The “Heart of Africa” campaign aims to position the DRC as a premier travel destination, leveraging the massive viewership of Serie A and Ligue 1 matches across Europe, Africa, and beyond. With football’s unparalleled ability to capture attention, these deals could significantly impact the country’s international image and economic prospects.
Source: Le Monde