In what French journalist Romain Molina describes as one of the most extravagant public spending scandals in DR Congo’s sports sector, European football clubs—AS Monaco, AC Milan, and FC Barcelona—signed deals worth $25 million per year, but none are wearing the promotional slogans for the country.
The campaign aimed to promote the slogan: “DRC, The Heart of Africa.” However, Molina reveals that this slogan has never appeared on the main jerseys of these top clubs.
It started with a $1.6 million deal with AS Monaco, followed by a $14 million agreement with AC Milan, and now an additional €10 million annually for a partnership with FC Barcelona.
All these efforts were intended to enhance the image of the Democratic Republic of Congo on the international stage.
Yet, Molina claims that none of the clubs are actually wearing shirts promoting Congo this season.
In Milan, the ad space had already been sold before the deal was signed. In Monaco, DRC branding appears only on the youth and junior team kits.
For Barcelona, the partnership is reportedly worth €45 million over four years, including a €5 million bonus for a single match where Barça will wear a shirt featuring “DRC, The Heart of Africa.”
Ministry Tensions
According to Molina, the management of these partnerships sparked internal disputes between two Congolese ministers: Didier Budimbu (Sports Minister) and Didier M’Pambia (Tourism Minister).
Each wants control over payments and recognition. Budimbu led the Monaco deal, while M’Pambia initiated the Milan one.
Despite millions being spent from public funds each year, sports infrastructure in Congo remains in disarray—with neglected stadiums, no local federations, and talent fleeing abroad.
So far, no tangible benefit of this investment has been shown. The AC Milan deal includes a partnership with Mama Sofia Foundation to build a school in Boma—but there’s no timeline, budget, or implementation plan.
As for the FC Barcelona deal, it remains vague and undefined.
