Kenya Broadcasting Corporation and Radio Africa Group Tuesday launched a public-private partnership to jointly broadcast the 2010 FIFA World Cup to be held in South Africa in June.

South African Ambassador to Kenya Tony Msimanga, who was the chief guest at the launch, lauded the initiative saying the South African mission will fully support the partnership.

KBC managing director David Waweru said, with an anticipated audience of more than 20 million people, the partnership will bridge editorial, advertising and sponsorship opportunities on a fully integrated platform.

Radio Africa CEO Patrick Quarcoo said there will be a series of events before the World Cup in a bid to open up new frontiers for advertisers to cash in on the passion and craze of the biggest soccer spectacle.

KBC head of legal affairs Hezekiel Oira revealed that only 40 African national broadcasters acquired the rights to broadcast the historical World Cup from South Africa, most of which have partnered with private broadcasters.

He warned that those who may infringe on the exclusivity of the broadcasting rights will be on the wrong end of the law.

The partnership incorporates KBC Channel One, Classic and Kiss TV stations, ‘Idhaa ya taifa, Metro FM , Coro FM, ' Kiss 100, Classic 105,   Radio Jambo, East FM  and X FM stations.

‘The Star' newspaper is also incorporated.

The 2010 FIFA World Cup will be held in South Africa between the 11th of June and 11th of July.

Host South Africa will take on 1978 hosts Mexico in the opening match of the tournament.