POWER OF NBC SPORTS SPONSORSHIP IN COMMUNITY EMPOWERMENT

By Godwin Semunyu.

Tanzanian soccer is currently enjoying an unprecedented surge of success. Yanga and Simba are in the CAF Champions League Quarterfinals, while Taifa Stars and Twiga Stars secured spots in AFCON. Tanzania hosted the African Football League for the first time, and the joint "Pamoja Bid" for AFCON 2027 with Kenya and Uganda is highly praised. It's an exciting time to be a soccer fan in Tanzania - let's seize the moment and embrace the opportunities ahead. - "Carpe diem"

At the heart of this soccer renaissance lies the remarkable growth of the local league, the NBC Premier League, now ranked sixth in Africa. While I proudly declare my allegiance as an NBC-ian, credit must be given where it's due - the best league yields the best teams and results.

Structured governance by the Tanzania Football Federation (TFF), backed by governmental support and significant investments from Azam Television and NBC Bank, has propelled the NBC Premier League into a formidable force. What started as corporate sponsorships is transforming our whole community. Thanks to broadcast investment, all 240 matches are live on Azam TV, the only league in East and Central Africa with such extensive coverage.

That came with larger fan bases and increased commercial value that attracts top bucks. Creating a war chest for top talent recruitment and infrastructure development. Picture this; during the just-ended AFCON 2023, the NBC Premier League supplied 22 players from five different nations. Additionally, out of the eight teams in the CAF Champions League Quarterfinals, the NBC Premier League stands alone with two teams.

Yet, what's more appealing is the fact that the impact has eclipsed beyond the football itself. The NBC Premier League now catalyzes economic empowerment, generating employment opportunities and financial transactions across the broader economic spectrum. With over 8,000 direct jobs, ranging from players, technical benches, stadium stewards, club officials, and millions of other jobs in the supply chain, the league has become a vital contributor to job creation, employing individuals with diverse skill sets and qualifications.

Match days in the NBC Premier League have transformed into dynamic economic drivers, turning towns into lively centers of commerce and energy, where businesses thrive and local economies flourish. This spread of economic impact reaches far and wide. I enjoy the excitement and atmosphere in my home village of Turiani during big matches, particularly when powerhouse teams visit my beloved Mtibwa Sugar Football Club.

Ever heard of the economics term "tractor effects? The league causes what is termed in economics as the "tractor effect" on our economy by trickling down the gains to every sector along the value chain—from merchandise sales to betting, tourism, and entertainment, the list is endless.

The NBC Premier League's global appeal has reached countries like Kenya, Uganda, Zambia, Malawi, Rwanda, and the DRC through broadcast exports, engaging an international audience and boosting Tanzania's global brand. It serves as Tanzania's tourism gem, pushing the Brand Tanzania worldwide. Witnessing Yanga and Simba launch their fan clubs in towns like Lubumbashi and Mombasa fills me with great pride.

Investing in sports is not merely a luxury but a strategic imperative for Tanzania's socioeconomic development. The resilience and sound base of the NBC Premier League should be our steppingstone. With AFCON coming home in 2027, Let us capitalize on this momentum and build towards a brighter future—one goal at a time. As the sceptics ask; "why," our resounding answer remains; "Why not!"