Tanzania Tourist Board

Official Tourism Partner

Sunderland AFC continues to strengthen its links with the African continent and Tanzania in particular, following the signing of a ground-breaking business partnership, which sees the country become the ‘Official Tourism Partner’ of Sunderland AFC.

Tourism is a key factor in the upward growth of the Tanzanian economy and the partnership aims to use the global reach of the Barclays Premier League to promote the country as a tourist destination. Premier League football is watched in over 200 countries, with accumulative audience of a phenomenal 4.7 billion, making it the most watched sporting league in the world.

Located in Central East Africa with about 1,400km of coastline along the Indian Ocean, Tanzania is renowned for some of the most stunning natural wonders of the world, including the Serengeti, Mount Kilimanjaro - the highest free-standing mountain in the world  - and Ngorongoro Cratera UNESCO World Heritage Site.

SAFC has already developed close links with Tanzania, through providing technical and practical support to the development of the football academy project, the first of its kind in the country. The project will see thousands of youngsters benefit from a joined up approach combining football, education and community engagement, harnessing the knowledge and expertise of Sunderland AFC and its own successful Academy.  

Sunderland AFC Chief Executive, Margaret Byrne, said: “We are delighted to further strengthen our links with Tanzania with this exciting new partnership.

“We are very much looking forward to working with the people of Tanzania to promote their beautiful country to a wider audience and to also support the development of its football infrastructure.”

Honorable Ambassador Khamis S. Kagasheki, Minister for Natural Resources and Tourism added:

"Tanzania is delighted to be partnering with Sunderland AFC in this exciting partnership, promoting Tanzania as a place to visit. 

"Tanzania enjoys some of the world’s most beautiful landscapes and is proud to be the home of three of Africa’s natural wonders, Mount Kilimanjaro, the Serengeti National Park and the Ngorongoro Crater. This partnership will provide an unrivalled opportunity for us to showcase Tanzania to the world.”