As part of efforts aimed toward enhancing the nation’s international presence and socio-economic development, the Democratic Republic of Congo (DR Congo) has announced a multi-year tourism and soft-power partnership with Italian football club AC Milan in Rome, shortly after publicly denouncing Rwanda’s sponsorship deals with Arsenal, Bayern Munich, and PSG.
According to nation.africa, the Congolese Minister of Tourism Didier M’pambia, said the agreement, which was signed on June 19, 2025, in Rome, covers various areas and extends beyond the sporting arena. “This is an ambitious collaboration that aims to support the socio-economic development of the DRC through several concrete actions,”M’pambia said. AC Milan was represented by Paolo Scaroni, chairman of the club and Fondazione Milan, the public charity associated with the club.
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Among the areas covered by the agreement are: promoting Congolese tourism internationally, attracting new investment, promoting the natural and cultural heritage of the DRC, renovating a sports facility for young people, building a school in Boma (western DRC) in partnership with Mama Sofia Foundation which is based in the country, and creating the first AC Milan Academy in the DRC to train young talent.
For Congolese leaders, it is also about building a strong sports economy. “The partnership with AC Milan marks a springboard for young people and a renewed commitment to our sport. With our exceptional pool of sporting talent and human capital, we are committed to building a strong sports economy that generates socio-economic opportunities,” Congolese Minister of Sport Didier Budimbu observed. “We will develop our sports diplomacy and jointly revitalise our ecosystems to fly the flag for our nation. The future of the DRC is being built with our people, our talents and concrete actions. For a more prosperous future,” he added.
Mr Budimbu has also signed a similar agreement in principle with French club AS Monaco. The deal has sparked controversy, especially as the sports sector in the DRC is sorely lacking in funds. The local football league has been marred with suspensions, stoppages and unfinished seasons due to a lack of adequate funding. The DRC has also sought to be AS Monaco’s shirt sponsor in a deal worth €4.8 million over three years to increase DRC’s international visibility. The agreements are similar to ‘Visit Rwanda’ deal between Rwanda and English Premier League giants Arsenal. Rwanda also has a similar agreement with German giants Bayern Munich, and French giants PSG. In February, the Democratic Republic of Congo criticized Arsenal’s sponsorship deal with Rwanda, calling it “bloodstained”. DRC accuses Rwanda of backing M23 rebels in eastern DRC.
