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Sunderland AFC Strengthens African Ties

Tue 26th Aug 2014 | Football Sponsorship

Sunderland AFC continues to strengthen its links with the African continent following the signing of a new partnership which sees the country of Tanzania become the ‘Official Tourism Partner’ of the club.

This follows the announcement of the Premier League side's partnership extension with South African Airways.

Sunderland has established itself as one of the most recognised English clubs across Africa in recent seasons.

The club linked-up with Invest in Africa in January 2012, affording a springboard to the ground-breaking not-for-profit initiative to promote Africa as a leading investment destination and actively challenge misconceptions about investing on the continent.

Further developing its links with the continent, the club announced recently the BFS Group Limited as its new principal partner from season 2013-14. BFS Group is the main UK operation of The Bidvest Group Limited, which is headquartered in South Africa. 

Sunderland AFC is also the first football club in the world to form a partnership with the Nelson Mandela Foundation.

Sunderland AFC Commercial Director, Gary Hutchinson, said: “We are delighted to further strengthen our links with Tanzania with this exciting new tourism partnership.

“We are very much looking forward to working with our partners in Tanzania to promote their beautiful country to a wider audience and to continue to support the development of its football infrastructure.”

Speaking of the partnership with South African Airways, Hutchinson, added: “We enjoyed a fantastic first year with South African Airways and are delighted to continue our partnership.

“We are increasing our international activity and presence across Africa and beyond and this partnership provides the perfect platform for us to build on that.”

South African Airways UK General Manager, Gary Kershaw, said “We were delighted to support Sunderland AFC’s football and community development work across Africa in the last 12 months.  

“The new 2014/15 Barclays Premier League season is set to be an even more exciting prospect and we look forward to the partnership continuing to drive further brand and commercial synergies”.   

Ambassador Charles A, Sanga, Chairman, Tanzania Tourist Board, board of directors, added: “Tanzania Tourist Board is proud to be associated with Sunderland AFC.

“We believe that this partnership will not only enhance the Board’s  efforts in promoting Tanzania to the world but also help to attract investments and develop sports tourism in Tanzania “.

Posted by: Aaron Gourley 

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