FC Barcelona and the Democratic Republic of Congo (DRC) have formalized a strategic partnership aimed at enhancing the African country's international visibility through sports.
An investigation published in Revista Latina de Comunicación Social highlights that the DRC leverages its collaboration with this world-class club to promote the nation's tourism, cultural and heritage assets on the global stage. Sports here serve as a key tool in building international reputation and communication.
Barcelona, with a global audience of hundreds of millions of fans, offers a platform allowing the Democratic Republic of Congo to increase its profile and attract potential visitors and investors. The partnership focuses not solely on sporting performance but mainly on the country’s brand and image.
Some analysts link such agreements to the concept of 'sportswashing', where sports are used to divert attention from domestic issues. However, the study’s authors caution against automatically labeling every sports investment in this way, noting these initiatives often function as tools of public diplomacy.
Joan Laporta, Barcelona’s president, emphasized that the core goal of the partnership is to create an international platform showcasing Congo’s cultural and historical heritage and to deepen diplomatic ties through sport.
