DAZN Media To Synergize Advertising Efforts

Business News

Perform Media, the umbrella organization under which the sports-streaming platform DAZN sits, has been rebranded DAZN Media.

The new entity will be responsible for global media partnerships, in addition to managing all commercial inventory across DAZN properties (which include Goal and Sporting News).

DAZN will be a major part of the equation, with DAZN Media spearheading media partnerships, sponsorship, and advertising as it pertains to the burgeoning live-streaming service. DAZN is currently available in the U.S., Canada, Germany, Austria, Switzerland, Italy, Spain, Japan, and soon Brazil.

DAZN Group’s sports VOD platform ePlayer will also be renamed DAZN Player. It aggregates selected premium sports content from DAZN, rightsholders, and news agencies into one viewing location. DAZN Player is distributed across thousands of the world’s biggest publisher sites, including Mail Online, MSN, Mundo Deportivo, and La Repubblica.

“This is another watershed moment for DAZN as we mobilize 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,” said James Rushton, chief revenue officer, DAZN Group, in the official announcement. “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.”

The announcement also disclosed that DAZN Media will launch an off-platform network called DAZN+, aggregating the reach from owned media platforms — Goal, Sporting News, DAZN Player — and social channels, influencers, talent, rights, and venues. The goal is to deliver to brands a unique data-driven platform to engage with viewers.

“DAZN has set out to change the way the world sees sport,” said Perform co-founder Stefano D’Anna, EVP, DAZN Media. “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 personalized communications that are relevant and engaging.”