In a significant stride for Kenyan football, the Football Kenya Federation (FKF) has announced a strategic alliance with Azam Media Limited, marking the official broadcast partnership for the FKF Premier League. The formal revelation, which transpired on August 31, 2023, ushers in a new era for football enthusiasts across the nation.
Under the terms of this momentous agreement, a seven-year commitment has been established, solidifying Azam Media’s role as the principal broadcaster. With a considerable investment of USD 1 Million allocated for the inaugural season, this collaboration will witness an incremental augmentation of 10% for successive seasons, reinforcing the financial backing for the league.
Encompassing a comprehensive broadcasting approach, Azam Media will introduce a captivating display of four matches during each round, presented through their Pay TV and Digital platforms. This undertaking promises an engaging viewing experience for ardent followers of the FKF Premier League.
The official announcement was made in an event where embattled FKF President Nick Mwendwa spoke. He conveyed his deep appreciation towards Azam Media for its commitment to advancing the league and the sport’s overall growth in Kenya. “Our gratitude goes to Azam Media for its willingness to join hands with us. This collaboration is poised to significantly enhance the league’s visibility and, in the long run, foster heightened competitiveness,” stated FKF President Nick Mwendwa.
Heralding from within the East African landscape, Azam Media Limited is recognized for its offerings in audio, radio, and television channel services. It operates as a pivotal component of the Bakhresa Group’s Broadcast and Media Division, headquartered in Dar es Salaam, Tanzania.
A distinguishing facet of this partnership is the dedicated allocation of Azam Sports 4 HD to Kenyan football content. The symbiotic nature of this collaboration reflects the federation’s steadfast dedication to the augmentation of Kenyan football. President Nick Mwendwa further iterated this commitment, affirming the federation’s pursuit of partnerships that elevate the league’s commercial stature.
This revelation bears significance in the context of the previous broadcaster, the Chinese entity StarTimes, which held the reins of the FKF Premier League for a seven-year term. However, this association met an early termination in November 2020, attributed to multifarious reasons, including organizational discrepancies and broadcast schedule irregularities. While the majority applauds this strategic alliance, differing sentiments prevail. Some individuals, including Nelson Nae, question the absence of a Kenyan broadcaster for league coverage, expressing a desire for a more localized approach. He tweeted, “So we can’t have a Kenyan broadcaster to cover our matches, seriously?”
