Former Gor Mahia striker and current Kagera Sugar FC CEO Ronald Okoth believes the Tanzanian Premier League has moved miles ahead of the Kenyan top-flight and several other leagues on the continent due to its deliberate approach to broadcasting, commercialisation and club development.Download our Mozzart Sport app for more newsThe former Western Stima forward has gained a different perspective on the two football ecosystems since moving to Tanzania, where he has seen first-hand how the Ligi Kuu has been packaged into a commercial and media product.Okoth joined Kagera Sugar in July 2025 and was tasked with the responsibility of leading the club through a major restructuring project.##NAJAVA_MECA_9936564##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.Timothy Ouma lambasted by former Premier League referee after conceding cheap penaltyFixtures 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.Harambee Stars winger breaks Alexander Isak's record after scoring first LaLiga goalThe 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.5 foreign-based players included in Kenya's U20 Africa Cup of Nations qualifiers squadClubs 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.##NAJAVA_MECA_9945933##The package supports club operations as well as stadium broadcasting infrastructure.The former Kenya international believes these structures have helped Tanzania build a stronger football product and create a more sustainable environment for clubs.“These elements matter because a professional league is not built around matchday results alone. It requires strong broadcasting, media visibility, commercial partnerships, fan engagement and, importantly, a sustainable environment in which clubs can operate and develop,” he added.##NAJAVA_MECA_9945635##His assessment comes from more than a decade inside East African football.The retired forward spent 13 years playing in Kenya’s top flight after beginning his career with Siaya Rangers.He went on to feature for several of the country’s prominent clubs, including Gor Mahia, Sofapaka, Mathare United, KCB and Western Stima before retiring from active football at the end of the 2019/20 season to pursue sports management.Former Sports PS arrested over 2018 CHAN millions as Nick Mwendwa walks freeThe transition from the pitch to the boardroom has since seen him build a growing profile in football administration.Before taking charge at Kagera Sugar, he served as Sofapaka CEO from April 2024 until July 2025.He has also founded the Ronald Okoth Sports Soccer Academy and the Roads To Goals Network, initiatives focused on supporting grassroots youth and coaches.Tusker assistant captain rues costly mistakes in disappointing draw against Al Ahli MadaniHis experience across playing, administration and sports business has given him a front-row view of the challenges facing Kenyan football and the opportunities available if the game is treated as more than a matchday product.
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