DAZN Forms DAZN Media Division for Ad Buys and Sponsorships
Creating an entry point for ad buyers, London-based sports streamer DAZN has created an ad division called DAZN Media. The division will sell global and local ad placements and sponsorships across DAZN properties. DAZN (pronounced da-zone) streams live and on-demand sports coverage in the U.S., Canada, Germany, Austria, Switzerland, Italy, Spain, and Japan, and will expand to Brazil in the near future. DAZN Media will also handle ad buys on owned sports sites including Goal and Sporting News.
DAZN Media is the latest iteration of Perform Group, which later became DAZN Group. The reorganized division is working with a small group of advertisers that includes VW, Tipico, Bwin, and Krombacher as it prepares to introduce brand advertising later this year. The division is led by Stefano D'anna, executive vice president of media and a co-founder of Perform.
The company is also introducing DAZN+, an off-platform network that will stream to Goal and Sporting News, the rebranded DAZN player (used by Mail Online, MSN, and others), and social platforms.
“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," D’Anna says. "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.”
In this Streaming Forum keynote preview, DAZN Group CTO Florian Diederichsen talks about the future of OTT and the sport SVOD service's rapid growth: "Our vision is to do for sport what Spotify has done for music and Netflix has done for TV."