Sunderland has strengthened its ties to Africa by announcing a partnership that makes Tanzania the official destination partner of the English Premier League club.
Terms of the deal were not disclosed, but Sunderland said that the “groundbreaking” partnership would aim to use the global reach of the Premier League to promote the Central East African country as a tourist destination. Sunderland has already developed close links with Tanzania through providing technical and practical support to the development of a football academy project, the first of its kind in the country.
Managing director of the Tanzanian Tourism Board, Dr Aloyce Nzuki, said: “We recognize the power of the Barclays Premier League in terms of global reach and aim to utilize this passion to showcase Tanzania and what we have to offer.”
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