SPORTS MARKETING
Tanzania Premier League : Case Of Success On And Off The Pitch ?
By Richard Wanjohi
Just when we thought the world is over the curve with the pandemic , the geopolitics in Eastern Europe throws us a curveball for the next few months , if not years . If you didn ’ t know volatile , uncertain , complex , and ambiguous noted as VUCA times are with us , then there it is ! And it is not just in the politics and business side of things , the seismic shift in sport is just unravelling , and the magnitude will surely leave its mark . Well , that ’ s a story for another day .
This time though let ’ s vuka to our ndugus across the borders in Bongoland !
In 2021 , the Tanzania Football Federation ( TFF ) and Tanzania Premier League Board ( TPLB ) signed a TZS 225 billion ( approx . USD $ 97,250,000 ) with Azam Media Limited for a TV rights deal for the next 10 years . According to analysts , the allocation starting with the 2022 season , Azam Media will share TZS . 12 billion , with teams participating in the league receiving TZS . 8 billion . Monies will also go to football development , TFF and TPLB administrative and running costs . At an annual increment for each season , the final season of the contract will see Azam release TZS . 28 billion . The taxman will also benefit with a sum of TZS . 34.4 billion value-added tax ( VAT ) paid to the Tanzanian coffers !
Ligi Kuu
The Tanzania Mainland Premier League or Ligi Kuu Tanzania Bara as it is affectionately known is the toplevel professional league in Tanzania . It was formed in 1965 initially known as “ National League ” changing names to “ First Division Soccer League ” and from 1997 as the “ Premier League ”. Ligi Kuu has been on a consistent and phenomenal growth trajectory for the past decade .
Boasting a rooster of 16 teams from across all regions in Tanzania , the league has managed to become one of the biggest attractions and a rich pool of football talent , attracting signings from as far off as Brazil ! Riding on the back of infrastructure built by the current ruling party Chama Cha Mapinduzi ( CCM ), each of the teams has a stadium within its region that it hosts both home and away games .
These stadia have also become buzzing areas for football fans looking to attend and participate in the games . With the enhanced visibility of TV coverage from the title and media sponsors , most of the stadia have been rehabilitated ,
“ The current trend though points to an open leaf of success for the Tanzania Premier League . With its Kenyan counterparts finding themselves in the doldrums of suspension by FIFA for both club and national football team , the national psyche for the football game in Kenya is at an alltime low .” recarpeted and readied for hosting both local and continental matches .
Genesis of Commercialization
In 2003 , current chairman and owner of MeTL Group Mohammed Dewji visited Cairo , Egypt and met with officials of Zamalek FC on lessons on building a strong and rich football dynasty across the continent . The Zamalek officials were able to share how their budget was 50 times that of Simba FC ( which MeTL was shirt sponsors then )!
It is from this meeting that Dewji challenged his club Simba SC to professionalize and commercialize their operations . Initially drawing resistance from club officials , he was able to convince them and buying a controlling stake of 49 % in 2019 into the club to transform and commercialize it . This served as a rallying call to the rest of the league . Top clubs such as Young Africans , also known as Yanga SC , Azam FC , Geita , Kagera among others have been making in-roads in commercializing their operations .
Kariokoo Derby
Speaking of Simba and Yanga , the two clubs represent the most successful clubs in the Tanzania Premier League . They have won at least 43 times , splitting this to 22 wins for Yanga ( as current title holders ) and 21 for Simba SC . Founded in 1935 , Yanga is based in Dar es Salaam . It was formed as a symbol of the anti-colonial movement hence the “ Young Boys ” or later , the “ Young Africans ” monikers that have stuck . It boasts of the green and yellow colors . Founded around the same time in 1936 , the club ’ s original name was Queens , changing to Eagles and at some point , Sunderland before sticking to Simba from 1971 . It ’ s home colors are red and white .
92
MAL 47 / 22 ISSUE