‘Kona ya NBC’ redefines Tanzanian football culture

DAR ES SALAAM: A new chapter in Tanzanian football has been officially opened following the launch of a groundbreaking analysis and entertainment platform, “Kona ya NBC”, introduced by the National Bank of Commerce (NBC) in partnership with Azam TV.

Here, the initiative signals a shift from football as pure sport to football as a full-scale economic and entertainment ecosystem.

The unveiling took place in Dar es Salaam, bringing together major players in the football industry including NBC Managing Director Theobald Sabi, Tanzania Premier League Board CEO Cornel Barnabas, Azam Media Head of Public Relations Christina Korosso, sports analysts, journalists, and football figures such as Azam FC midfielder Nassor Saadun.

In a unique match-day style presentation, the launch was broadcast live on Azam TV while guests experienced the event at Century Cinemax, Mlimani City. The setting blended stadium atmosphere with modern cinema technology, symbolising how football is increasingly merging with media innovation.

Speaking during the launch, NBC Managing Director Theobald Sabi said the bank’s involvement in football is designed to go beyond sponsorship and into long-term economic transformation.

“With ‘Kona ya NBC’, we are stretching the playing field of value in football—from players and clubs to media and businesses of all sizes,” said Sabi. “This is about jobs, innovation and empowering the youth.”

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He revealed that since 2023, NBC has invested over 32.6bn/- into Tanzanian football. The funding has supported the NBC Premier League, the First Division League, and youth competitions, strengthening competition, improving club finances, and boosting fan engagement nationwide.

Sabi compared the vision to global football economies such as Germany’s Bundesliga, where sport drives wider economic activity.

“We’ve seen it in Germany. We’ve seen it in England with the Premier League driving economic growth. Now it’s Tanzania’s turn. Yes—why not us?” he challenged.

From the broadcasting side, Azam Media’s Christina Korosso described Kona ya NBC as a transformative content platform rather than a traditional sports show.

“Through this platform, Azam TV is connecting football stakeholders from the pitch to living rooms,” said Korosso. “Our goal is to raise the bar in sports content, deepen fan engagement and grow the industry as a whole.”

Tanzania Premier League Board CEO Cornel Barnabas also praised the initiative, calling it a timely boost for the domestic game.

“This investment is changing the game,” said Barnabas. “It is increasing league competitiveness, opening doors for young talent, and strengthening football’s contribution to the national economy. ‘Kona ya NBC’ is another crucial step forward.”

The show is scheduled to air every Monday at 7:00 pm on Azam Sports HD 1, with a Tuesday replay. It is expected to reach more than 14 million viewers weekly, making it one of the most widely accessible football programmes in the country.

According to NBC Head of Marketing David Raymond, the programme is designed to go beyond match analysis. It will feature football success stories, explore economic opportunities within sport, and allow fans to actively participate in discussions shaping the game.

“Football is one of Tanzania’s most beloved passions,” said Raymond. “This show will not only entertain but also educate, especially on financial awareness, while bringing the game closer to the people.”

He further noted that Kona ya NBC aims to reshape how fans interact with football, turning passive support into informed participation in the sport’s growing economic landscape.

For many fans, the initiative represents a major shift in perspective. Football is no longer seen only as weekend entertainment but as a potential avenue for economic empowerment.

A supporter of Young Africans SC known as “God Yanga” expressed optimism about the new direction.

“This show will open our eyes,” he said. “For years, we’ve just supported teams, now we’ll learn how to benefit economically from the game we love.”

His sentiment was echoed by a rival Simba SC fan, reflecting a rare moment of unity in a fiercely competitive football culture.

Across stadiums, living rooms, and digital platforms, anticipation is growing that Kona ya NBC will reshape not only how Tanzanians watch football, but how they understand its value.

With strong financial backing, strategic media partnership, and national reach, the programme positions football as more than a sport, it becomes a driver of opportunity, employment, and innovation.

In this new era, every pass, every goal, and every analysis carries meaning beyond the pitch. Tanzanian football is no longer just played it is studied, discussed, and monetised.

Kona ya NBC has not just launched a show. It has kicked off a new football economy.