Kagera CEO reveals how millions in broadcasting revenue made Tanzania surpass Kenyan football

He delivered the immediate objective in his first season as the club secured promotion back to the Tanzanian Premier League after suffering relegation.

Beyond his work at club level, the former top-flight striker has been impressed by the structure around the Tanzanian league, particularly the role played by Azam Media in giving the competition extensive television exposure.

The consistency of live coverage has made matches accessible to fans across the country.

Fixtures are broadcast throughout the week, with games scheduled from 2 PM through to midnight depending on the programme.

“Working within the Tanzanian football ecosystem has given me a different appreciation of what the Ligi Kuu has built.

The league is highly competitive, lucrative and demanding, but beyond the football itself, what stands out to me is the deliberate development of the league and clubs as complete commercial and media products,” he wrote.

The former Sofapaka CEO believes the visibility provided by the broadcaster has played a major role in the league’s growth, with fans able to follow domestic football consistently rather than having to rely solely on attending matches.

“The consistency of live coverage across the season for all the matches, including weekday and late night kick offs, the investment in pre and post match programming, the strong focus on domestic football within the media, and the level of commercial support available to clubs are all important components of a modern football ecosystem,” he explained.

The coverage goes beyond match broadcasts. Tanzanian football also has dedicated programming such as Mishe Mishe, a 24-hour sports programme that focuses on the country’s football.

Clubs also receive financial support from the broadcaster.

Each Premier League club receives a monthly payout of Tsh55 million, which is approximately Ksh2.69 million at current exchange rates. That translates to roughly Ksh 32.2 million per club each season from the monthly broadcast disbursements alone.

The wider television rights agreement is equally significant. Azam Media holds a 10-year television rights deal reportedly valued at about Tsh225.6 billion, approximately Ksh 12.5 billion.