The government of the Democratic Republic of Congo have signed a partnership contract with prestigious Italian football club AC Milan to promote the country’s tourism sector.
The signing of the contract was announced on 20th September 2024 with the DR Congo following in the footsteps of their rivals Rwanda who have signed similar deals with European clubs including Arsenal, Paris Saint Germain and Bayern Munich.
According to tourism board sources, the deal is said to be worth around €6 million per year.
The broad outlines of the agreement which will see the slogan “Explore the DRC, the heart of Africa” appear on the official AC Milan kits, were discussed on behalf of the country by Minister of Tourism Didier M’Pambia Musanga during a visit to Italy last July.
However, the signing of this agreement has been received with mixed feelings by the public who have downplayed the significance of spending public funds on advertising tourism in a nation faced with insecurities and lacks adequate infrastructure.
