Guinness opened a two-day Premier League trophy programme in Dar es Salaam on 9 October, the first time the trophy has visited Tanzania. Serengeti Breweries Limited (SBL), which sells Guinness locally, hosted a trophy viewing at The Super Dome and a public screening at KMC Stadium on 10 October. Tanzania is the first stop on a three-country East African tour.
The tour is organised by Guinness, the Premier League’s official beer partner. SBL is a subsidiary of East African Breweries, in which Diageo is the majority shareholder. Simba SC and Young Africans, known as Yanga, command Tanzania’s biggest local followings, and many of their supporters also follow English clubs. Financial terms of the tour, attendance figures and campaign spending were not disclosed.
Why Guinness backs the league
Guinness announced a four-year deal with the Premier League in June 2024, running from the 2024/25 season. It became the league’s official beer, Guinness 0.0 became its official non-alcoholic beer, and the brand took the role of official responsible drinking partner. The agreement was framed around fan experiences, including match-day viewing in pubs and retail outlets, an approach the Dar es Salaam screening follows.
What the visit has to prove
A trophy visit produces photographs and crowds, but neither is a sale. SBL has not said how many people attended, what the programme cost or whether Guinness volumes moved. The real test is whether supporters who came for the trophy keep choosing the stout on match days after it leaves.
Uganda and Kenya next
The trophy is scheduled in Uganda from 11 to 13 October, and Kenya comes after that. Each leg runs in a separate market with its own football loyalties and media habits, so the Tanzanian result cannot be read across to the others. Programmes and outcomes in Uganda and Kenya will need to be judged on their own once details emerge.
