OTT & Digital

Nike teams up with DAZN to create Women’s World Cup content

Sportswear giant to lean on sponsored athletes for on-demand features.

by Steven Impey

Nike teams up with DAZN to create Women’s World Cup content

Sports streaming platform DAZN has partnered with US sportswear giant Nike to create curated content for its German operation during the ongoing Women’s World Cup in France.

The over-the-top (OTT) service, which has rights to broadcast 26 live matches to subscribers in Germany, has struck a deal with Nike that sees the US sportswear giant secure advertising on DAZN in the territory throughout the global soccer tournament. 

In addition to the traditional marketing, Nike and DAZN are also collaborating to create on-demand content that leans on the brand’s partnered athletes representing their countries at the World Cup. Among a number of high-profile stars holding deals with the sportswear brand at the tournament, nine players in the Germany squad have deals with Nike to provide a strong portfolio for the partnership to draw on when creating features and interviews for DAZN.

The deal with Nike comes after DAZN Media, the company’s commercial arm, announced the launch of a new advertising suite back in April as part of the company’s realignment of its digital setup.

The DAZN Dynamics platform was developed by advertising technology firm Adform and Opta, the data company recently sold by DAZN Group sold to Vista Equity Partners in the Perform Content deal earlier in April. It is designed to offer brands the ability to promote themselves in a variety of formats by utilising real-time data and in-play visualisations to develop dynamic content for specific sports, competitions, teams or even players.

DAZN Media is now overseeing all global and local commercial opportunities across its live and on-demand platforms, including its Goal and Sporting News inventory.

The company’s new off-platform network called DAZN+ serves to aggregate its rights assets from across its owned-media platforms and provide ‘personalised communications’ to subscribers in collaboration with its brand partners.