Sunderland and Africa
Investing in Africa was a ground-breaking integration with English Premier League club Sunderland. The universal language of football was used to connect Africa with the rest of the world. The integrated strategy opened business opportunities between UK and Tanzania, valued at £20m, and brought about a massive perceptual shift, forging a formidable partnership. The integration of the two nations through football created a new football economy by driving new investments into Tanzanian football.