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SBD Global/September 13, 2013/Marketing and Sponsorship

EPL Sunderland Signs Deal With Tanzania To Become Club's Official Destination Partner

EPL Sunderland has "signed an innovative business partnership with Tanzania" which sees the East African country become the club’s official destination partner, according to the SUNDERLAND ECHO. Tourism "is a major part of the Tanzanian economy and the partnership aims to use the worldwide publicity" of the Premier League "to promote the country." The agreement "comes on the back of previous link-ups with the club providing technical and practical support to the development of a football academy project" -- the first of its kind in the country (SUNDERLAND ECHO, 9/12). The TANZANIA DAILY NEWS' Ludovick Kazoka reported Tanzania Tourism Board Managing Dir Aloyce Nzuki said that the benefits of the partnership are "already being felt in terms of increase in the number of tourists' arrival" from the U.K. by 30% for the past few months. Nzuki: "Apart from tourism boost, the new partnership with Sunderland AFC will also promote economic growth by attracting investment in the country." Sunderland AFC Commercial Dir Garry Hutchinson said that "the club would use different platforms to promote the country in order to boost tourism and investments." He said, "We have come to activate our partnership focusing on soccer development, tourism growth and investment in Tanzania." The club "announced plans in June to build the multi-sports park at Kidongo Chekundu area in Ilala municipality, Dar es Salaam in partnership with Symbion Power" (TANZANIA DAILY NEWS, 9/12).
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