Football and soft power: Milan alongside Congo, Rwanda focuses on Arsenal and PSG
Football and sports are increasingly protagonists of the relaunch and development projects of African countries. In recent seasons, the football platform has been used mainly to promote the newfound stability and beauty of some African territories at a tourist level, such as the marketing campaign of the Rwanda Development Board (RDB) to advertise Rwanda as a travel destination and attract investments.
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 socioeconomic development of the country.
Congo is trying to restart and get out of the shallows of the decade-long conflict with its "neighbors" Rwanda. The situation between Congo and Rwanda has long been characterized by deep 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 of Kigali. The conflict, which has its roots in the Rwandan genocide, is part of the fight for control of the 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 has taken action and on June 27, 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 agreement that includes issues such as disarmament, the integration of non-state armed groups and the return of refugees and internally displaced persons in eastern DRC.
For several years, the Kigali government 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 been the subject of criticism, especially in light of the ongoing conflict in the Democratic Republic of Congo. The most committed humanitarian associations have called on the clubs to stop the agreements, raising concerns about the potential use of “blood minerals” from occupied areas of the DRC to finance the campaign, with accusations of human rights violations by Rwanda.
But neither the Kigali government nor the clubs have taken a step back. Indeed, Rwanda has relaunched by securing the organization of the road cycling world championships from 21 to 28 September, right in Kigali. It will be the first time that the event will be held in Africa.
The Congo Strategy
A similar strategy has now decided to follow the 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 the Prime Minister Giorgia Meloni and the President of the European Commission Ursula von der Leyen to reaffirm, in the context of the Mattei Plan for Africa, announced the agreement reached with the Rossoneri club with these words: "A new bridge has just been created between our two countries through a strategic partnership that combines diplomacy, cooperation and investments between the AC Milan football team and the Ministry of Tourism of the Democratic Republic of the Congo. In line with the Mattei Plan, the Club, leveraging its international recognition and the ability to generate impact of its Foundation, will be at the center 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 to reposition the Democratic Republic of Congo on the international stage as the undisputed leader of the African continent," explained Didier M'Pambia Musanga, Minister of Tourism of the DRC. "This objective is pursued through active diplomacy and through the promotion of our culture, our great tourism potential, investment opportunities and talents among our youth. To this end, a National Commission for Soft Power has been established."
On the economic level, the agreement with 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 the social level, Fondazione Milan will carry out projects to benefit local communities alongside organizations rooted in the territory, starting with the construction of a school in the city of Boma together with Fondazione Mama Sofia, founded by Zakia Seddiki Attanasio, wife of the Italian ambassador to the Democratic Republic of Congo Luca Attanasio.
In a more strictly sporting context, the first AC Milan Academy will be born 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 help attract new investments and create 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.
In all of Sub-Saharan Africa, Milan is the most supported Italian club and is ranked in the top 10 of the world's clubs, with approximately 17 million fans. "As a Club - underlined Paolo Scaroni, President of AC Milan and Fondazione Milan - we have chosen to make ourselves available to start an innovative collaboration path that aims to contribute to the development plans of the Democratic Republic of Congo in the economic and social sphere, in continuity with the vision of the Italian Government in terms of international cooperation and in line with the objectives of the Mattei Plan for Africa. To do so, we want to make use of the role of Milan and its Foundation as institutions capable of promoting awareness and at the same time generating a concrete impact, alongside businesses 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 Minister of Foreign Affairs and the Farnesina for their support and for having supported us in identifying and communicating with the most authoritative organizations active in the territory".
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