DAZN to launch advertising on streaming service

Sports streaming operator DAZN is to introduce advertising on its platform as part of a company-wide revamp that will see existing media sales outfit Perform Media renamed DAZN Media and the launch of a new ‘amplification platform’ called DAZN+.

DAZN plans to introduce sponsorship and advertising on its streaming platform for the first time as part of the change. DAZN Media, the new name for Perform, will be responsible for overseeing all global and local commercial opportunities for brands across the DAZN streaming service and will also manage commercial inventory across the group’s sport websites including Goal and Sporting News.

The latter are to be aggregated with Spox and DAZN’s rebranded ePlayer video-on-demand offering – now called DAZN Player – as part of the new DAZN+ offering. DAZN+ will combine these properties with access to social channels, influencers, talent, rights and in-stadia media to offer brands a “unique data-driven platform to engage with fans”.

DAZN Player aggregates select premium sports content from DAZN, rights holders and news agencies and is distributed across publisher sites including Mail Online, MSN, Mundo Deportivo and La Republica, among many others.

DAZN said that its newly renamed media arm would initially work with a select group of advertisers, including VW, Tipico, bwin and Krombacher  to introduce brand advertising ahead of a full rollout later this year.

The division will be headed by EVP of media Stefano D’Anna, who will report to James Rushton, chief revenue officer at parent outfit DAZN Group.

Rushton, 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.”

D’Anna 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.”

Separately, as the UK’s current Brexit deadline looms, DAZN has secured a broadcasting licence from German media regulator Medienanstalt Berlin-Brandenburg (MABB) that will enable its services in Germany, Austria and Italy and linear hospitality industry offerings to continue to function. The licenses will substitute for DAZN’s current licences with UK regulator Ofcom.

MABB director Anja Zimmer said that she was “delighted that DAZN has decided to register with MABB” and noted that the “innovative streaming service will make an additional contribution to media diversity” while strengthening the Berlin-Brandenburg region’s position as a home of media.