Barcelona unveils controversial new sponsor aiming to ‘find the Congolese Messi’

The morning training session of FC Barcelona on Tuesday brought an unexpected surprise. Players took the field wearing training kits featuring a new sponsorship agreement with the Ministry of Sports of the Democratic Republic of Congo. The campaign, branded as “R.D. Congo, the Heart of Africa,” aims to promote the country’s sports culture and, as highlighted by officials, to “find the Congolese Messi.”

This deal was finalized on July 30, with the partnership reported to be worth nearly €10 million per season over the next four years. According to international media, the sponsorship includes not only exposure on the players’ training gear but also extended collaborations involving youth programs and sporting initiatives.

Didier Budimbu, Congo’s Minister of Sports, explained the deeper intention behind the agreement. “We are investing in Barcelona to find the Congolese Messi. The main focus is training and development. Jerseys are only a complement. If we discovered a Messi among the 50 Congolese youngsters who will soon join Barcelona’s four training camps in Spain, imagine the impact,” he said.

Budimbu also stressed that the initiative is about more than marketing. The goal is to give young Congolese players access to top-level facilities and coaching, creating opportunities that could change the future of soccer in the region.

Benefits for both sides

Under the terms of the sponsorship, the Democratic Republic of Congo will have a VIP space at Camp Nou that can be used for special events. Additionally, the country has been granted the right to host one annual match at Camp Nou once the stadium is fully reopened, with private use for an entire day.

Meanwhile, Barcelona benefits financially and strategically. The club secures another long-term sponsorship deal while expanding its influence in Africa, a region with a massive untapped fan base and growing soccer market. The move aligns with Joan Laporta’s vision of globalizing Barcelona’s brand beyond Europe.

A new era of global partnerships

The Congolese partnership is not just about money—it reflects the global trend of football clubs looking to tap into emerging markets. With soccer serving as a cultural bridge, Barcelona has committed to supporting programs aimed at sports, youth development, and peace-building in Congo.

As part of the deal, the initiative will also cover all Barcelona athletes across disciplines, ensuring visibility in basketball, handball, futsal, and more. It marks a significant step for the Catalan club in diversifying its sponsorship portfolio while promoting the development of African talent.

For now, the sight of Barça stars training with the “Heart of Africa” logo has already sparked attention worldwide—and could very well open the door to discovering a new soccer gem.