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Leading media company Mediamax Network Limited has entered a three-year deal with Football Kenya Federation (FKF) that will see the media house become the radio broadcast partner of the top tier league to a tune of Sh 34 million.

Milele FM, Mediamax’s lead and national radio station, Mayian FM that broadcasts in Maasai dialect, Meru FM, Kameme FM, Emoo FM and Mombasa-based Msenangu will all hold exclusive rights to broadcast league when action resumes.

“We are happy to announce this three-year partnership with Mediamax.

This is an historical moment as this is the first time in the history of the federation that we will have a radio broadcaster as our partner.

The deal will see Mediamax sponsor the league to a tune of Sh10 million in the first season (2020/21), Sh11 million on the second year and Sh13 million on the final year,” said FKF president Nick Mwendwa while signing the deal yesterday.

He added: “We began talks with several partners a while ago but when it came to action, Mediamax were ready and exhibited some seriousness so it was easy to agree terms with the company.

They made things simple. This is important to us because radio has a wider reach at the grassroots and we want to take our game to the people.

They will have pre and post match analysis of weekend matches and any weekend matches and that way our players will get the coverage they deserve.”

Mediamax acting Chief Executive Officer (CEO) Ken Ngaruiya termed the move a great win for footballers and football in the country at large.

“Our objective is to promote football and take it, through the stations, to all Kenyans wherever they are.

We have to start celebrating our local footballers and accord the league the same attention the foreign leagues are given.

Milele is our lead station in this project as the six stations push the premier league brand out there,” said Ngaruiya.

Additionally, FKF Premier League chairperson Eric Oloo said that the partnership was the best way to make the league popular both in the country and beyond.

He adds that the league has good content and if well marketed the league it has a big potential to grow.

As part of the partnership, Mwendwa extended the rights to commentate on today’s national team friendly between Harambee Stars and Zambia’s Chipolopolo to the company.

Mwendwa hopes that a successful match today will help the ministry open up the country for the league.