Swahili broadcast adds to partnership.Football fanatics across Africa will be glued to their radios on Sunday as Sunderland’s push into the continent continues.
The BBC’s Swahili Service is broadcasting the Wear-Tyne derby against Newcastle live with around 30m listeners expected to tune in.
The flagship sports programme, Ulimwengu wa Soka, features popular commentators Charles Hilary and Salim Kikeke, who entered Wearside folklore last season with their broadcast of Ji Dong-won’s winning goal against Manchester City.
The BBC broadcast is just the latest Sunderland link to Africa.
The club announced a groundbreaking sponsorship deal with Invest In Africa during the summer – the largest such agreement in the club’s history.
Invest In Africa are a not-for-profit organization which promotes Africa as open for business by challenging misconceptions and inspiring new investors.
Meanwhile some of Africa’s most prominent stars have pulled on Sunderland’s red and white stripes, including current midfielder and Benin international Stephane Sessegnon.