Sports Marketing and Social Media: What Impact in Kinshasa

Long regarded as a simple leisure activity, sport has evolved into a high-potential economic industry (Loret, 1995). In Kinshasa, this evolution is reflected in the progressive transformation of football clubs into genuine entrepreneurial entities, increasingly aware of the stakes of marketing and communication. In a shifting sports market, social media and event marketing have emerged as key tools to increase club visibility, strengthen fan engagement, and attract financial partners. As Hillairet (1999) explains, sport and media maintain a close and strategic relationship. Companies leverage this synergy to communicate effectively, capitalizing on the strong values conveyed by sport: teamwork, dynamism, and performance. This study draws on theories of sports event management and sponsorship to analyze the real impact of digital sports marketing in the Kinshasa context. It highlights current practices, existing opportunities, and the limitations faced by clubs in their pursuit of professionalization.