The tournament will start on June 11, and is to be played in 12 cities across Europe.
The Standard Group, the media company in Kenya, has acquired exclusive free-to-air rights to the UEFA European Championship 2020.
The rights have been secured from TV Media Sport, the France-based media rights agency, which holds FTA rights to Euro 2020 across sub-Saharan Africa in a deal struck with UEFA and its CAA Eleven marketing partner 12 months ago.
Matches will be shown on KTN, the commercial broadcaster.
Speaking about the deal, Hédi Hamel, President of TVMS, said: “The UEFA Euro remains a not-to-be-missed event in the programming of African televisions. The UEFA Euro 2020 will be the most important national teams football tournament in 2021. We are delighted to welcome The Standard Group, one of the most pre-eminent media group’s in Kenya, to offer for free all over the country the best matches and action from the UEFA Euro 2020. Kenya loves sport, football in particular, and will find in KTN the home of the best European teams and players.”
Orlando Lyomu, Standard Group Chief Executive Officer, added: “It is a great honour to be awarded the exclusive UEFA Euro 2020 free-to-air media rights in Kenya during its 60th anniversary. Kenya is recognised globally as a sporting powerhouse, and as we all know, Kenyans are big fans of European football, which is a major highlight on the Standard Group’s popular KTN television channel.”
The deal does not include South Africa where pay-television operator SuperSport has exclusive rights (and non-exclusive rights across sub-Saharan Africa), nor other prominent markets such as Nigeria and Ghana.