Safari Lager has officially launched its new campaign, “Mabingwa Wanastahili,” aimed at inspiring football fans and celebrating their vital contribution to the growth and success of football in Tanzania. The initiative also reinforces the brand’s long-standing commitment to supporting the development of the sport across the country.
Speaking on May 23, 2026, during the launch event, Safari Lager Brand Manager Pamela Kikuli said the campaign is designed to recognize and reward football supporters who continue to play a central role in motivating players and strengthening football culture in Tanzania.
She said Safari Lager has been part of the country’s football journey for many years through sponsorship of various competitions and national teams, adding that the new campaign is a continuation of its efforts to invest in the sport and its stakeholders.
Kikuli further noted that Tanzania’s growing visibility on international football platforms is a major national achievement, saying there is a need to celebrate such progress while remaining closely connected to both fans and players who make it possible.
“This campaign is meant to show that champions deserve to be appreciated. We have supported the development of football for a long time, and we are proud to see Tanzania earning its place on major international stages,” she said.
Football players who attended the event emphasized the irreplaceable role of fans both inside and outside the stadium, describing them as a driving force behind team performance and success.
Yanga SC player Nickson Kibabage said supporters are effectively the “12th player” because of their ability to energize and uplift teams during matches.
He explained that even when players feel exhausted on the pitch, the energy from cheering fans often pushes them to fight harder and deliver better results.
“Sometimes a player may be tired, but when they hear fans cheering, they find renewed strength to keep pushing,” said Kibabage.
He added that the campaign will also create opportunities for fans to engage more closely with football through special experiences, including trips related to sporting events and chances to win exclusive rewards such as team jerseys.
The initiative is expected to deepen the connection between fans, players, and the game itself, while strengthening Safari Lager’s role as a key supporter of football development in Tanzania.
