Mediamax Network Limited has acquired exclusive free-to-air rights for the fourth edition of the Magical Kenya Ladies Open (MKLO), scheduled to take place at the PGA-accredited Baobab Course at Vipingo Ridge in Kilifi County between February 8 and 11, 2024.

The leading Kenyan media house, whose staples include K24 TV, K24 Plus, and the People Daily brands, was unveiled as the official media partner of the golf competition by U.COM, the organizers of the event, on Monday, February 5.

The golfing event has attracted a large entry of 108 participants including 103 foreign golfers and five local players.

The tournament will tee off with a Pro-Am competition at the same venue on February 7.

Mediamax Chief Executive Officer (CEO) Ken Ngaruiya, while welcoming the partnership, promised viewers an exhilarating experience.

“Mediamax is a leading media company known for its commitment to delivering top-quality content. We are proud to have been chosen as the exclusive FTA partner for MKLO 2024 and I can promise our viewers a thrilling experience from the comfort of their living rooms and on telephones as we will showcase the rich sporting heritage that the country has to offer,” the CEO said.

“This partnership will ensure widespread coverage of the tournament across all Mediamax’s broadcasting platforms, reaching a diverse audience.”

The tournament will be aired from 3:00 pm to 6:00 pm from Thursday, February 8, to Saturday, February 10, and from 1:00 pm to 4:00 pm on Sunday, February 11, East African Time (EAT).

The Magical Kenya Ladies Open stands out as the only Ladies European Tour (LET) – sanctioned women’s professional golf competition in the East and Central African region.

Mediamax’s extensive reach and reputation for delivering compelling sports content make it an ideal partner for this world-class event that was broadcasted in more than 100 countries around the world with a potential household reach of 500 million households last year.

“We are thrilled to have Mediamax on board as our Free-to-Air partner for the Magical Kenya Ladies Open 2024. Their commitment to showcasing premier sports content aligns perfectly with our mission to promote golf and empower women athletes,” Dirk Glittenberg, Managing Director at U.COM, said.

The media house has promised wide coverage of the thrilling golf action, player interviews, behind-the-scenes footage, and highlights of the Pro-Am event.

The event, which is the fourth edition of the tournament, having been held in 2019, 2022, and 2023 has attracted top lady golfers playing in the Ladies European Tour.

Among the notable participants who have signed up for the tournament are: Germany’s Alexandra Försterling who won the 2023 VP Bank Swiss Ladies Open and the 2023 Mallorca Ladies Open; the 2023 Amundi German Masters champion Kristýna Napoleaová from the Czech Republic; 2023 MKLO runner-up Alice Hewson from England; third-place finisher April Angurasaranee from Thailand; and last year’s hole-in-one sensation, Swedish Lisa Pettersson.

Kenya’s own Naomi Wafula will be leading the charge for the local contingent.

After the Magical Kenya Ladies Open, the series will continue its journey, making stops in Saudi Arabia before heading to Morocco for the prestigious Lalla Meryem Cup.