Streaming Sports Network DAZN Fires Up Ad Business

The streaming sports video network DAZN (pronounced “da-zone”) is getting into the advertising business, six months after launching in the U.S.

The business will fall under the auspices of DAZN Media, previously called Perform Media.

The company will seek out global advertisers seeking an international audience, as well as local and regional advertisers in the countries where DAZN operates. It streams in Germany, Austria, Switzerland, Italy, Spain, the U.S., Canada, Japan and soon in Brazil.

In addition, DAZN Media will sell ad inventory across an off-platform network called DAZN+. That network will include the sports brands Sporting News, Goal, DAZN Player (the company’s VOD platform), as well as through social media, sports influencers, and in-stadium ads.



The company will develop all kinds of ad formats, from traditional spots, to branded segments and sponsorships.

DAZN Media says it is working with launch advertisers VW, Tipico, bwin and Krombacher to kick off its advertising business, with a full launch slated for late 2019.

Stefano D’Anna leads the division as executive vice president, media reporting to James Rushton, CRO, DAZN Group.

Rushton stated the company was looking at everything from unique formats to branded content and sponsorship that deliver value for brand. He said it would "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.”

DAZN’s live sports lineup is heavy on combat sports, though it will also be adding a live cut-in show for Major League Baseball this season. The company hired former ESPN president John Skipper to try and make it a player in a field dominated by broadcast TV networks, and ESPN.

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