Tanzania’s iconic beer brand, Safari Lager, has made history after becoming the first Tanzanian beer brand to officially sponsor the FIFA World Cup 2026, marking a major milestone for both the company and football fans across the country.
The sponsorship places Safari Lager on the global football stage and reinforces the brand’s long-standing commitment to supporting the growth and development of football in Tanzania.
For more than four decades, Safari Lager has remained deeply connected to the local football scene through initiatives such as the Safari Cup tournament, the Scout wa Mabingwa programme, and sponsorship of the Tanzania Mainland Premier League.
As part of the historic partnership, the company has also launched a new nationwide campaign dubbed “Mabingwa Wanastahili,” a platform designed to celebrate passionate football supporters who continue to stand by the game with dedication and pride.
According to the company, being a champion is not only about winning trophies on the pitch, but also about loyalty, resilience, and the unwavering spirit shown by fans who live and breathe football every day.
To mark the occasion, Safari Lager has introduced special edition 375ml and 500ml bottles carrying the official FIFA World Cup 2026 branding, giving consumers a chance to be part of the global football celebration.
Speaking about the achievement, Tanzania Breweries Limited Marketing Manager, Khensani Mkhombo, said the sponsorship reflects the company’s deep appreciation for football fans who have supported the brand for generations.
“We believe champions are not only found on the field, but also among the millions of fans who continue to support their clubs, celebrate the game and keep football alive every single day,” he said.
“For more than 40 years we have walked this journey with football fans, and today we are proud to honour them on the biggest football platform in the world. This achievement belongs to them,” added Mkhombo.
The company has announced that the official launch of the “Mabingwa Wanastahili” campaign will take place on May 23 this year at Mwenge in Dar es Salaam, where football fans will be treated to entertainment performances and interactive activities.
Safari Lager further revealed plans to establish public viewing centres in different parts of the country during the FIFA World Cup 2026 tournament in an effort to unite football lovers and enhance the viewing experience.
Through the “Mabingwa Wanastahili – Shinda Kibingwa” promotion, consumers will also get a chance to win a range of prizes including Smart TVs and airtime by sending the code found under bottle caps to 15067.
The company said weekly draws will be aired live every Sunday at 5pm on TBC1 through the programme “Mabingwa Wanastahili – Shinda Kibingwa.”
