DAZN Group has rebranded Perform Media as DAZN Media, as sponsorship and advertising is introduced on its sport streaming service for the first time.
DAZN Media will oversee all global and local commercial opportunities for brands across DAZN, the live and on-demand sport streaming service available in Germany, Austria, Switzerland, Italy, Spain, U.S., Canada, Japan and, soon, Brazil. The division will also manage commercial inventory across websites including Goal and Sporting News.
DAZN is currently working with a select group of advertisers, including VW, Tipico, bwin and Krombacher to introduce brand advertising ahead of a full rollout later in 2019. Stefano D’Anna leads the new division as EVP Media reporting to James Rushton, Chief Revenue Officer at DAZN Group.
Rushton hailed the move as a “watershed moment” for DAZN, saying: “[we are mobilising] 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, one of the founders of Perform, added: “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.”
DAZN Media has also revealed plans to launch an off-platform network called DAZN+, aggregating the reach from owned media platforms including Goal, Sporting News and DAZN Player (formerly ePlayer), social channels, influencers, talent, rights and in-stadia.
The renamed DAZN Player is a VOD platform that aggregates select premium sports content from DAZN, rightsholders and news agencies. It is distributed across thousands of publisher sites including Mail Online, MSN, Mundo Deportivo and La Republica.
The moves follow the realignment of DAZN Group, formerly Perform Group, to combine assets and inventory.