Tanzania’s Safari Lager Makes History as First Local Beer Brand to Sponsor 2026 FIFA World Cup
Dar es Salaam, May 22, 2026 — In a groundbreaking moment for Tanzanian sports and business, Safari Lager has secured an official sponsorship deal for the 2026 FIFA World Cup, becoming the first beer brand from the country to partner with the prestigious global tournament.
The announcement marks a historic milestone for the homegrown brewery, which has been a cornerstone of Tanzanian football for decades. Since its founding in 1977, Safari Lager has supported the sport through initiatives like the Safari Cup and its long-running sponsorship of the Tanzanian Premier League. Now, the brand is taking its commitment to the world stage.
A Toast to Tanzanian Football Fans
To celebrate the achievement, Safari Lager has launched a nationwide campaign titled “Champions Deserve, Mabingwa Wanastahili”—a Swahili phrase honoring the passion and loyalty of football supporters. The campaign will include limited-edition 375mL and 500mL bottles featuring official FIFA World Cup branding, giving fans a tangible piece of Tanzanian football history.
“Sports fans are the heartbeat of the game,” said Khensani Mkhombo, Head of Marketing at Tanzania Breweries Limited. “This partnership is a tribute to their unwavering belief in football’s power to unite and inspire.”
Nationwide Celebrations and Prizes
A grand launch event is scheduled for May 23, 2026, in Mwenge, followed by immersive fan experiences across Tanzania once the tournament kicks off. Supporters can also participate in a special promotion by submitting unique codes found under bottle caps to 15067 for a chance to win Smart TVs, airtime, and other prizes. Weekly live draws will air on TBC 1 every Sunday.
A Legacy of Excellence
Safari Lager, Tanzania’s most awarded beer, has long been synonymous with quality and national pride. Its sponsorship of the 2026 World Cup not only elevates the brand but also shines a spotlight on Tanzania’s vibrant football culture.
As excitement builds ahead of the tournament, this partnership ensures that Tanzanian fans—and their favorite beer—will be part of football’s biggest celebration.
— Reported by Nexio News
