Tanzania has been urged to seize the opportunity presented by the Africa Cup of Nations 2027 to transform its sports sector into a strong driver of economic growth, with stakeholders calling for better protection of intellectual property to maximise benefits.
Chairman of the National Sports Council, Leodgar Tenga, said the continental showpiece comes at a critical moment when the country is steadily positioning itself on the global sports stage.
Speaking at a stakeholders’ workshop on intellectual property, Tenga said Tanzania must move beyond hosting and focus on building systems that will ensure long-term economic gains from sports.
He pointed out that sports is no longer just about competition but a growing industry with significant commercial value, making it essential for the country to prepare strategically ahead of AFCON 2027.
A key area, he said, is the protection of intellectual property, including team brands, logos and merchandise, which if properly managed can generate substantial revenue.
“We must use this moment to build a strong foundation that protects our creative assets. Without proper systems, we risk losing millions through counterfeit products and unauthorised use,” he said.
Tenga stressed that learning from global best practices and strengthening local capacity will be crucial in ensuring Tanzania fully benefits from the tournament.
The call was echoed by Acting Chief Executive Officer of the Business Registrations and Licensing Agency, Roy Mhando, who urged sports bodies to formalise and protect their innovations.
He said intellectual property is increasingly becoming a key revenue stream in modern sports through sponsorships, broadcasting rights and sale of official merchandise.
According to him, failure to register and legally protect such assets has been contributing to revenue losses across the sector.
“Sports stakeholders must take ownership of their brands. Registration and protection are not optional if we want to compete commercially,” he said.
The workshop brought together sports federations and associations as part of ongoing efforts to raise awareness on legal and commercial aspects of sports, especially as Tanzania steps up preparations to co-host AFCON 2027.
Analysts say if well managed, the tournament could open up wider opportunities in tourism, employment and investment, positioning sports as a key pillar of the national economy.
