Simba Sports Club and the Ngorongoro Conservation Area Authority (NCAA) have joined forces in a strategic partnership aimed at using football to promote Tanzania’s tourism potential as part of celebrations marking the club’s 90th anniversary.
The partnership, dubbed “The Pride Returns Home”, will leverage Simba’s strong brand and millions of supporters to promote Ngorongoro as a premier tourism destination while encouraging Tanzanians and international visitors to explore the country’s natural heritage.
NCAA Board Vice Chairperson Dr Harrieth Mtae said the collaboration brings together two iconic African brands with a shared objective of enhancing Tanzania’s visibility through sports and tourism.
She said the partnership supports national efforts to strengthen tourism as a key driver of economic growth, while promoting Ngorongoro as a world-class destination.
“Through this campaign, we want to inspire Tanzanians and football fans to visit Ngorongoro, appreciate our natural heritage and take pride in the country’s tourism resources,” Dr Mtae said.
She added that ahead of the 2027 Africa Cup of Nations (AFCON), the initiative demonstrates the growing role of sports in promoting tourism, conservation and Tanzania’s international image.
Simba SC Board Chairman Crescentius Magori said the partnership marks the beginning of activities leading to Simba Day and the club’s 90th anniversary celebrations.
He said Simba has previously supported tourism promotion initiatives, including the Visit Tanzania campaign and the launch of club jerseys at Mount Kilimanjaro, adding that this year’s celebrations will take place at Ngorongoro to celebrate the club’s long-standing identity and history.
“Simba is followed by more than 20 million people on social media platforms, giving us a powerful opportunity to promote Ngorongoro and Tanzania’s tourism attractions to audiences across the world,” Magori said.
He said the partnership would create greater awareness of domestic tourism and contribute to economic opportunities generated through the tourism sector.
Simba SC Chief Executive Officer Zubeda Sakuru said the choice of Ngorongoro reflects the strong connection between the club’s identity and the lion, which has been Simba’s emblem since its establishment in 1936.
She noted that Ngorongoro’s status as a UNESCO World Heritage Site and its reputation as one of Africa’s most remarkable wildlife destinations made it the ideal location for the historic celebrations.
Sakuru said activities planned during Simba Week will include the launch of new supporters’ branches, community engagement programmes and the unveiling of the club’s new season jersey.
She encouraged Simba supporters worldwide to take part in the anniversary celebrations, saying the partnership would add value to the club, Ngorongoro and Tanzania’s tourism sector.
The collaboration highlights the increasing use of sports as a platform for destination marketing, with Simba’s extensive fan base expected to help strengthen Tanzania’s position as a leading tourism destination in Africa.
