After Rwanda and Ivory Coast, DR Congo enters the sports sponsorship game with "Experience DRC"
DR Congo are expected to become one of AS Monaco's sponsors from July 2024. Negotiations are under way
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African countries are seeking visibility and a tourism boost through European clubs. After Rwanda with its "Visit Rwanda" brand at PSG, Arsenal and Bayern Munich, and Ivory Coast with "Sublime Côte d'Ivoire" at Olympique de Marseille, it is now DR Congo's turn to step into the arena with very specific objectives, under the "Experience DRC" banner.
A 3-year sponsorship deal between DR Congo and AS Monaco
The news was revealed by Africa Intelligence. According to the outlet, DR Congo and AS Monaco are in talks over a sponsorship deal. The negotiations, led by Congolese sports minister Didier Budimbu, are expected to result in a 3-year agreement, running until July 2028. DR Congo are reportedly set to pay the Monaco club 1.6 million euros a year, making 4.8 million euros (3,120,000,000 FCFA) over the three years of the contract.
Read also: "Visit Rwanda", new official sponsor of Atlético Madrid
On top of the 4.8 million euros, DR Congo are expected to pay 200,000 euros (130 million FCFA) to cover AS Monaco's travel costs as part of the partnership.
What does DR Congo get out of it?
AS Monaco offer DR Congo a host of benefits. They will be able to communicate through the various channels of the Principality club to attract plenty of visitors to the country. The "Expérience DRC" brand will appear on the team's shirts and inside the Stade Louis II. The slogan will also be visible at the training centre of the club from the Rock.
As part of this imminent partnership, AS Monaco's expertise is also due to be used to help develop football in DR Congo.
FC Barcelona also in their sights
DR Congo do not intend to promote "Experience DRC" only at AS Monaco. They are also targeting FC Barcelona, one of the best clubs in the world, current La Liga leaders, Copa del Rey winners and in the hunt for the Champions League this season.
To appear on the Catalan club's shirt, DR Congo are ready to break the bank. According to Africa Intelligence, the value of the sponsorship deal will be higher than the one with AS Monaco.