Mediamax Network Limited is now the official broadcast partner for the Kenya Rugby Union, getting exclusive rights to cover its flagship competitions including the Safari Sevens.
For the next five years, Mediamax will have exclusive rights to cover The Kenya Cup, Eric Shirley, Rugby Super Series, National Sevens Circuit and Safari Sevens.
In addition, Mediamax viewers will also get to enjoy fixtures involving the Kenya Simbas, Lionesses and Chipu with permission to be granted by Rugby Africa and World Rugby.
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The media firm has an audience running in the millions, boasting of two leading television stations, K24 TV and Kameme TV, live-streaming website (live.k24tv.co.ke), six radio stations and a national newspaper, People Daily.
"Of the leading brands in the coverage of the KRU Series is K24TV, Milele FM and Digital. This will be supported by Kameme FM, Meru FM, Emoo FM, Msenangu FM and the People Daily, at the comfort of your home," said Mediamax Chief Executive Officer, Ken Ngaruiya.
Mediamax is leveraging on the growing digital audience and huge appetite for local and streaming content.
"Mediamax continues to invest heavily in local sports content as one of the ways of promoting Kenya's sporting talent," said Ngaruiya.
The KRU Board said Mediamax's investment into the sport is a strong endorsement and boost as Covid-19 pandemic takes a toll on one of Kenya's best past times.
"The KRU Board greatly appreciates the substantial investment by MediaMax into local rugby which is a strong endorsement of the standing of our game in this particular moment when sports have been adversely affected by the ravaging effects of the #covid19 pandemic," said KRU in a tweet following the inking of the deal.
Mediamax has heavily invested in streaming sports content for its audience, having inked a deal to air English Premier League matches on Saturdays for the 2020/21 season.
EPL matches air weekly on K24 TV and live.k24tv.co.ke, with fixtures involving Arsenal, Chelsea, Crystal Palace, Everton, Leeds United, Fulham and Brighton having featured.
This week, EPL Champions Liverpool will tug it out with Brighton, a match that has excited local fans.
