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T. NashipaeIs the FKF Women's League likely to secure broadcasting partnerships?
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Reading Time: 3min | Sun. 08.10.23. | 12:53
The WPL has never had a broadcast partner.
On Thursday, August 31, the Football Kenya Federation (FKF) unveiled a partnership with Tanzanian firm Azam TV to broadcast the top-tier Premier League (FKFPL) in a seven-year deal worth an initial one million dollars per year (approximately Ksh145.5 million).
According to the FKF and Azam, the contract would be on an initial five-year deal, renewable by another two. But the federation would get 850,000 dollars due to Tanzania's 15% withholding tax rules. At the same time, the value of the total sponsorship would increase by a further 100,000 dollars (approximately Ksh14.6 million) annually.
"This is the biggest step in Kenyan football. We are delighted to finally unveil this. It has been a tough and lengthy negotiation, and we are finally here, unveiling everything," FKF boss Nick Mwendwa said during the colorful launch.
Months later, the famous Mashemeji Derby debuted on Azam TV to end the blackout in the FKF Premier League. Gor Mahia locked horns with the AFC Leopards on Saturday at the Kasarani Stadium, with the green army skinning the Leopards alive by a 2-0 margin. High-flying Benson Omalla scored all the goals.
With this being a major step in the growth of Kenyan football, questions are being raised on whether there were measures put in place to see the same replicated in the FKF Women's League to ensure the subsequent growth of the same.
Mozzart Sport caught up with various football stakeholders who noted that it was possible to witness the same in the women's league that kicked off on Saturday, October 7, only if several issues were taken into account.
According to FKF Women's League defending champions Vihiga Queens coach Boniface Nyamunyamu, the media has a big role to play in mobilizing people to turn up for women's matches, a move that is likely to attract a larger audience and, in turn, catch the eyes of potential sponsors.
"We should start empowering women's football, like you guys are doing now (featuring women's football on various media), publicizing it, and showcasing it to the public. If there is a women's match somewhere, people should come and watch. Sensitizing guys to come and watch the matches will send a message to the sponsor that the games will attract an audience. That is the most important thing," the tactician offered.
Former Vihiga Queens skipper Mercyline Wayodi, who also plays midfield for the defending champions, was pleased by the tremendous steps women's football was taking in the country. She called for a collaborative approach from the clubs' management and federations in order to secure sponsors for the talented women's league.
"We are taking baby steps. If you look at where we are now compared to the past, there is a big difference. There is also a difference in how people view women's football. The management should work hand in hand with the federations, and from there, we will see the way forward. Maybe sponsors approach the federations, but we do not know," Wayodi revealed.
Former Harambee Stars striker Boniface Ambani pointed out that the success of the women's league sponsorship was largely dependent on how the current media sponsor, Azam, would perform in the Kenyan market.
"Let Azam roll first. We need to see what they are bringing on board, especially here in Kenya. Before we start talking about anything else, we should first note what they are doing differently to Kenya Premier League teams, and especially the monetary value. The sponsors will come in depending on how Azam will fare in the Kenyan market," Ambani averred.
The Premier League was returning to television for the first time since 2021 after Chinese firm StarTimes Media opted to cancel its multimillion-dollar seven-year deal with the federation after just one year. Before the arrival of StarTimes, local clubs had gone without broadcasting revenues since the abrupt departure of South Africa's satellite channel SuperSport International in April 2017.
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