Barcelona to Feature ‘DR Congo – Heart of Africa’ on Training Kits

Barcelona will wear the phrase “DR Congo – Heart of Africa” on their training kits from next season, following a landmark four-year partnership deal between the Spanish football giants and the government of the Democratic Republic of Congo. The agreement, reportedly worth €44 million, is aimed at boosting global awareness of the central African nation and repositioning its international image.

As part of the deal, FC Barcelona will host cultural showcases featuring Congolese heritage at Camp Nou, as well as youth training camps designed to nurture football talent from the DR Congo. The initiative has been hailed by the Congolese government as a major step in using sport as a vehicle for diplomacy, economic growth, and tourism.

“This partnership reflects our ambition to present a new face of DR Congo to the world,” said the country’s Sports Minister during the announcement. “It is not just about football; it is about investing in our national identity, showcasing our culture, and encouraging tourism that can bring long-term economic benefits.”

However, the agreement has sparked mixed reactions within the country. While some citizens see the campaign as a valuable opportunity for international exposure and soft power, critics have questioned the government’s priorities in the face of pressing domestic issues such as widespread poverty, persistent conflict in the eastern regions, and an underfunded local sports infrastructure.

“The people need basic services, peace, and jobs—not slogans on European training kits,” said a Congolese civil society activist on social media. Others likened the campaign to Rwanda’s controversial “Visit Rwanda” branding seen on Arsenal and Paris Saint-Germain kits, which has been criticised for allegedly whitewashing internal governance issues through elite sports sponsorships.

Supporters of the deal argue that global partnerships such as this can help DR Congo break away from outdated narratives of war and instability. “We have a beautiful country rich in culture, talent, and nature. This is an investment in visibility, and visibility brings opportunity,” a Congolese business leader told local media.

The DR Congo government has promised transparency in the execution of the agreement and says the funds will also support domestic sports development. Youth academies and community projects linked to the partnership are expected to be rolled out over the coming months.

With the 2025–26 season on the horizon, all eyes will be on Barcelona’s training kits—not just for football, but for the statement they make about a country striving to redefine its place on the world stage.