Tourism and soft power

Football and soft power: AC Milan alongside Congo, Rwanda bets on Arsenal and Psg

The Rossoneri club starts a collaboration with the Democratic Republic of Congo, in line with the Mattei Plan and in the wake of Rwanda's partnerships with Arsenal, Bayern and Psg

by Marco Bellinazzo

27 June 2025

5' min read

5' min read

Football and sport increasingly play a leading role in revitalisation and development projects in African countries. In recent seasons, the platform of football has mainly been used to promote the newfound stability and beauty of certain territories in Africa at the tourism level, such as the Rwanda Development Board's (RDB) marketing campaign to publicise Rwanda as a travel destination and attract investment.

Milan is trying to take a further step. In line with the objectives of the Mattei Plan for Africa, the Rossoneri club has in fact started a collaboration with the Government of the Democratic Republic of Congo through its Ministry of Tourism to contribute in several directions to the socio-economic development of the country.

The African conflict

Congo is trying to restart and get out of the doldrums of the decade-long conflict with its 'neighbours' Rwanda. The situation between Congo and Rwanda has long been characterised by profound instability, with armed clashes and mutual accusations of aggression and support for rebel groups, such as the M23 militiamen believed to be close to the government in Kigali. The conflict, which has its roots in the Rwandan genocide, is rooted in the struggle for control of subsoil resources rich in raw materials (tantalum, gold, cobalt, copper and lithium) particularly in the eastern part of the Democratic Republic of Congo on the border with Rwanda.

The United States took action and just on 27 June, Rwandan President Paul Kagame and the President of the Democratic Republic of Congo, Félix Tshisekedi were invited to sign a peace agreement in Washington that aims to end the fighting. A provisional understanding that includes issues such as disarmament, integration of non-state armed groups and the return of refugees and internally displaced persons to the eastern DRC.

"Visit Rwanda"

For some years now, the government in Kigali has launched a promotional campaign through the 'Visit Rwanda' sponsorship that has appeared on the uniforms of major European football teams, including Arsenal, European champions Psg, Bayern Munich and, more recently, Atlético de Madrid. These partnerships have come under criticism in the light of the ongoing conflict in the Democratic Republic of Congo. The most committed humanitarian associations have called on the clubs to terminate the agreements, raising concerns about the potential use of 'blood minerals' from occupied DRC areas to fund the campaign, with accusations of human rights violations by Rwanda.

But neither the Kigali government nor the clubs have taken a step back. On the contrary, Rwanda has relaunched by securing the organisation of the World Road Cycling Championships in Kigali from 21 to 28 September. It will be the first time the event will be held in Africa.

The Congo Strategy

A similar strategy has now been decided upon by Congo. A few days ago, the Prime Minister of the Democratic Republic Judith Suminwa, at the end of the summit hosted in Rome by the Italian government and the European Commission, in the presence of Prime Minister Giorgia Meloni and European Commission President Ursula von der Leyen to reaffirm the agreement reached with the Rossoneri club in the context of the Mattei Plan for Africa, announced the agreement in these words: "A new bridge has just been created between our two countries through a strategic partnership combining diplomacy, cooperation and investment between the football team AC Milan and the Ministry of Tourism of the Democratic Republic of Congo. In line with the Mattei Plan, the Club, leveraging its international recognition and the impact-generating capacity of its Foundation, will be at the centre of an international platform aimed at supporting the economic and social development of the largest nation in Central Africa, whose biodiversity makes it one of the ecological lungs of the planet".

"This partnership goes beyond the usual sponsorship of a club and aligns with President Félix-Antoine Tshisekedi's strategy of repositioning the Democratic Republic of Congo on the international stage as the undisputed leader of the African continent," explained Didier M'Pambia Musanga, DRC Minister of Tourism. "This goal is being pursued through active diplomacy and through the promotion of our culture, our great tourism potential, investment opportunities and talent among our youth. To this end, a National Soft Power Commission has been established'.

The agreement with AC Milan

On the economic level, the agreement with AC Milan aims to encourage the attraction of new investments, the creation of business opportunities with Italian and international stakeholders, and will support the country's international tourism promotion strategy. On a social level, the Milan Foundation will carry out projects benefiting local communities alongside organisations rooted in the territory, starting with the construction of a school in the city of Boma together with the Mama Sofia Foundation, founded by Zakia Seddiki Attanasio, wife of the Italian ambassador to the Democratic Republic of Congo Luca Attanasio.

In the more strictly sporting sphere, the first AC Milan Academy will be established in Congo to share the values and excellence of the Milan Method, for the benefit of future generations

On the economic side, the agreement will facilitate the attraction of new investments and the creation of business opportunities with Italian and international stakeholders. It will also support the Democratic Republic of Congo's strategy to promote international tourism. In this perspective, the Ministry of Tourism of the Democratic Republic of Congo will be the new Premium Partner and Official Tourism Destination Partner of the Club, with the aim of enhancing the uniqueness of the territory and biodiversity of the largest country in Central Africa.

Milan in sub-Saharan Africa

In the whole of sub-Saharan Africa, AC Milan is the Italian club with the most supporters and ranks in the top 10 of the world's clubs, with around 17 million fans. "As a club," underlined Paolo Scaroni, President of AC Milan and Milan Foundation, "we have chosen to make ourselves available to start an innovative path of collaboration that aims to contribute to the development plans of the Democratic Republic of Congo in the economic and social spheres, in continuity with the Italian government's vision of international cooperation and in line with the objectives of the Mattei Plan for Africa. To do this, we want to make use of the role of Milan and its Foundation as institutions capable of promoting awareness and generating concrete impact at the same time, alongside companies and charities rooted in the territory. I would like to thank the Congolese government, with whom we are embarking on this new journey, as well as the Ministry of Foreign Affairs and the Farnesina for their support and for having supported us in identifying and talking to the most authoritative organisations active in the area".