DAZN continues to be one of the most talked about companies in the sports media world since its launch in 2016. But the story is shifting from its initial ambition to be 'The Netflix of Sport'. The last set of accounts showed DAZN's operating losses of $1.3billion, taking the total Group loss to $5billion in five years.
Yet the company remains a significant bidder for sports rights. According to the sae accounts, DAZN has a committed rights spend of $3.2bn through to the end of 2028, and this month announced a ten year deal to stream NFL Game Pass International from the 2023 season, enabling fans outside the US to watch every NFL regular and postseason game, including the Super Bowl.
Meanwhile, its attempts to build a foothold in the UK domestic football market continue, including a proposal to stream all 1,656 matches of the EFL, challenging the 3pm blackout and a likely bid for domestic Premier League rights in the next cycle.
We talk to Veronica Diquattro, DAZN's CEO of Global Markets who's joined by Richard Johnson, sports marketing strategist formerly of Manchester United, New Balance and Ineos Grenadiers Cycling Team.
Today’s episode is sponsored by our friends at Turnstile, who are asking a good question: do you know what your sponsorship is really worth, or are you guessing?Turnstile uses real market rates to quantify the value every single sponsorship right within a deal, looking beyond the traditional media metrics to calculate the value of the Exposure, Intellectual Property and Direct Benefits. This enables Turnstile to deliver a recommended transaction price that’s comprehensive, accurate and defensible. So don’t pay too much. Don’t leave money on the table. Know the fair market price, and buy and sell with confidence. If you value your sponsorships, value them properly. Get in touch with Turnstile at turnstilegroup.com
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