The Democratic Republic of the Congo has secured a premium partnership with AC Milan to promote the “DRC – Heart of Africa” brand.

The deal is reportedly worth around €14 million, which will be paid to the Italian club as part of the agreement.

The partnership forms part of a wider strategy by the Congolese government to promote the country on the global stage and reposition it as a destination for tourism, culture and investment. Through the agreement, the “Heart of Africa” branding will be promoted across AC Milan’s international platforms including stadium advertising, media campaigns and other club promotional activities, giving the country exposure to millions of football fans around the world.

Authorities in Kinshasa believe football’s global appeal provides a powerful platform to reshape international perceptions of the country while highlighting its natural resources, culture and tourism potential. The initiative is also expected to attract investors and strengthen economic cooperation with international partners.

The agreement also includes development initiatives connected to football and youth empowerment. Plans include the establishment of football development programmes and community projects designed to support young people through sport and education.

The move reflects a growing trend among African countries using football partnerships with major European clubs to promote national branding and tourism on the global stage.