AS Monaco and Democratic Republic of the Congo Sign Strategic Partnership to Promote Football Development and National Branding.

Roger Hampel

Photo Credit: AS Monaco

AS Monaco has entered a multi-year strategic partnership with the Ministry of Sports and Leisure of the Democratic Republic of the Congo (RDC), under the banner “R.D.Congo, cœur de l’Afrique”, which will appear on the club’s official matchday kits through 2028.

The collaboration goes beyond conventional sponsorship, combining football development, national branding, and soft power diplomacy. The initiative positions the RDC as a partner not only in visibility terms but also in technical collaboration, player development, and international representation.

Partnership Scope: Development and Diplomacy

The agreement is structured around two pillars:

1. Football Development in the RDCAS Monaco will provide expertise in youth development and club structuring, supporting the professionalization of the Congolese football ecosystem. The partnership includes mentoring programs, training pathways, and technical collaboration with local institutions to strengthen the RDC’s football infrastructure.

   
   

2. Promotion of RDC as a Nation BrandThe “R.D.Congo, cœur de l’Afrique” branding will appear:

   • On AS Monaco’s Ligue 1 and UEFA Champions League match kits (sleeve placement)

   • On the front of Academy team jerseys (U17, U19, and Groupe Élite)

   • Across the club’s digital platforms and stadium visibility assets, reaching an audience of over 26 million social media followers

     
     

This dual approach blends sports marketing with geopolitical positioning, aiming to reposition the DRC as a rising force in African and global sports diplomacy.

Strategic Statements from Both Sides AS Monaco Democratic Republic of the Congo

Didier Budimbu, Minister of Sports and Leisure of the Democratic Republic of the Congo, framed the partnership as a long-term vision:

“This is more than an agreement—it’s a 360-degree vision for the future. Through this partnership, we aim to create a flourishing sports environment that generates jobs, builds national pride, and opens international opportunities for our youth.”

Thiago Scuro, CEO of AS Monaco, emphasized the mutual commitment to structured growth:

“We are honored by the trust of the Congolese government and proud to support the country’s efforts to develop local football and promote its global visibility. This is a unique collaboration for our club.”

Historical and Cultural Connection

The partnership also builds on a longstanding link between AS Monaco and Congolese football. Past players such as Shabani Nonda and Cédric Mongongu—both Congolese internationals—were key figures in Monaco’s recent history. Their legacy provides a strong cultural foundation for this new phase of cooperation.

This agreement aligns with a broader movement in international football where clubs serve as platforms for nation branding. Similar to tourism partnerships and national promotion campaigns seen in Spain, Italy, and Saudi Arabia, the DRC’s move marks a pan-African soft power strategy through elite European football.

For AS Monaco, the deal reflects a growing emphasis on global partnerships that go beyond sport, supporting diplomatic, educational, and economic outreach.