OTT & Digital

DAZN to add advertising partners to OTT platforms

Streaming service launches DAZN+ to connect brands with sports subscribers.

by Steven Impey

DAZN to add advertising partners to OTT platforms

Over-the-top (OTT) sports subscription service DAZN has announced it will include sponsorship and advertising on its platforms for the first time as part of the realignment of its digital setup.

Going forward, the new-look service will oversee all global and local commercial opportunities across its live and on-demand platforms, including its Goal and Sporting News inventory.

Formerly known as Perform Media, the entity has also been renamed DAZN Media, which is initially working with a select group of advertisers including VW, Tipico, bwin and Krombacher, as it seeks to introduce brand marketing to its service ahead of a full rollout later this year.

Its recalibration will also include the launch of a new off-platform network called DAZN+, which will aggregate its rights assets from across its owned-media platforms and provide ‘personalised communications’ to subscribers in collaboration with its brand partners.

James Rushton, DAZN’s chief revenue officer, said: “This is another watershed moment for DAZN as we mobilise the combined strength of our brands, products, editorial and video content together with data-led insights to build a new and innovative way for advertisers to associate with sport and fans at a local and global level.

“We’re looking at everything from unique formats, to branded content and sponsorship that deliver value for brands and enable us to continue to invest in premium content and the latest technology that takes fans closer to sport they love for an affordable price.”

Formerly known as ePlayer, the company’s VOD platform has been renamed DAZN Player and will make up part of the new DAZN+ service, which will also include content from the Goal and Sporting News platforms, as well as DAZN’s social channels.

DAZN, which is available in Germany, Austria, Switzerland, Italy, the US, Canada, and Japan, recently launched in Spain and is soon to launch in Brazil. 

In addition to its owned platforms, DAZN Player is also distributed across thousands of news websites around the world, including Mail Online, MSN, Mundo Deportivo and La Republica.

Stefano D’Anna, one of the founders of Perform and executive vice president for media, said: “DAZN has set out to change the way the world sees sport and we now feel that we are in a position to change the way brands engage with sports fans.

“With the introduction of media placements on DAZN, we are providing brands with the impact of TV, complemented by the targeting and insights of digital. Add in DAZN+ and we can reach fans across any platform with personalised communications that are relevant and engaging.”