OTT & Digital

Adidas and DAZN score Premier League ad deal in Canada

Streaming partnership marks German sportswear giant’s first in North America.

by Steven Impey

Adidas and DAZN score Premier League ad deal in Canada

German sportswear giant Adidas has signed a deal with DAZN to advertise across the dedicated sports streaming platform’s live Premier League soccer rights in Canada, both parties have confirmed.

The partnership, is designed to leverage DAZN’s English top-flight soccer offering for the 2019/20 season, apparently marking the first brand to run adverts on the media company’s Canadian over-the-top (OTT) platform, as well as the first time that Adidas has advertised on a streaming provider in North America.

Under the terms of the agreement, reported by Forbes, Adidas will advertise the recent launch of its Hardwired Pack product range, which includes updates to select boots worn by several soccer stars, including English-based players Paul Pogba and Mo Salah.

Angela Blyth, Adidas’ director of marketing in Canada, told Forbes: “As a company with a long international soccer heritage, we are thrilled to work with DAZN Media North America.

“Given their recent acquisitions with European soccer leagues, we see this opportunity as the perfect way to launch our latest soccer campaign, Hardwired, and to reach passionate soccer fans in Canada.”

DAZN’s business structure has undergone major changes since the inception of its Canadian service in July 2017, which was marked by the acquisition National Football League (NFL) rights in the territory.

Since then, DAZN has sold off some of its assets and earlier this year launched of a new advertising suite called DAZN Dynamics via its commercial arm. The platform, which was developed by advertising technology firm Adform and Opta, is designed to offer brands an ability to promote their product in numerous ways and utilises real-time data and in-play visualisations to develop dynamic content.

During the Fifa Women’s World Cup, DAZN partnered with Nike, the US sportswear manufacturer and an Adidas rival, to create curated content for the company’s German operation, including advertising around DAZN’s tournament content offering in the region.

Joseph Markowski, DAZN’s executive vice president in North America, told Forbes that the Canadian service’s advertising partnership with Adidas “marks an important moment in the growth” for the company territorially.

Adding: “We have invested deeply in order to capture the exclusive rights to the world’s best soccer leagues and so we’re thrilled to partner with a brand devoted to international soccer like Adidas.”