UEFA and DAZN sign deal to bring Women's Champions League to YouTube

01 Jul 2021

By: Sport Industry Group

UEFA has announced its first-ever four-year global media partnership with DAZN which will see the UEFA Women's Champions League broadcast to a global audience on YouTube for the first two seasons.

From the start of the 2021/22 season, the new partnership will see every game throughout the campaign available to view live online. 

The deal grants DAZN exclusive rights worldwide, with the exception of the MENA region and China, and is one of the largest broadcast deals in women’s club football history, according to UEFA. 

For the 2021/22 and 2022/23 seasons, fans will be able to watch all 61 matches from the group stage onwards live and on demand. The matches will be available on DAZN as well as streamed for free on the streaming service’s YouTube channel. The following two seasons (2023-25), will see all 61 matches available live on DAZN, with 19 matches per season hosted for free on DAZN’s YouTube channel. 

“Two years ago when we launched UEFA’s first ever women’s football strategy, ‘Time for Action’, we promised action that will lead to a greater, more professional, and more prosperous game by 2024. Several initiatives have since followed and this summer is a giant leap in that direction.

"We are delighted to announce the start of a four-year global partnership with DAZN and YouTube. For the first two seasons fans around the world can access and watch for free all matches enabling fans to follow the competition and the very best players in the world. There is no better way to inspire future generations of young girls and boys to play football. Women’s football is here to stay and will only grow stronger.”

To celebrate the launch, DAZN has launched a new campaign entitled ‘We All Rise With More Eyes’, which has been launched as the debut content on its new UEFA Women’s Champions League YouTube channel. 

The campaign film (above) is directed by Alyssa Boni and voiced over by UK rapper FLOHIO.

James Rushton, Co-CEO, DAZN Group, said: “We are thrilled to be the new global broadcaster for UEFA Women’s Champions League and cannot wait to work with YouTube and Google to bring fans closer to the game and shine a brighter light on its stars than ever before. 

“DAZN was founded with a vision of making premium sports more accessible, and what’s more accessible than centralizing rights for the first time while making all matches free on YouTube? Overnight, this will make the best women’s football easier to watch around the world than ever before.

“Along the way, we look forward to elevating live broadcast production, extending existing DAZN content franchises, and unveiling new shows that showcase the breadth and brilliance of women’s football.”

The move follows UEFA’s recent revamp of the Women's Champions League, which will now feature a 16-team group stage, with centralised media and sponsorship rights. The confederation says this will lead to a significant increase in revenue, as well as allowing it to distribute some €24 million throughout women’s football across Europe, even for teams not competing.

Guy-Laurent Epstein, UEFA Marketing Director, said: “We are delighted to have found such innovative partners in DAZN and YouTube, who will give fans worldwide the opportunity to get consistently free-to-air access to the world’s best women’s club football competition. It’s exactly what we wished for when we decided to centralise the media rights and revamp the competition format. Ultimately it was an easy decision for UEFA to make, as DAZN and YouTube had the most compelling bid, complemented by the vast promotional opportunities that this partnership can bring for the competition and women’s football in general.”

Nadine Kessler, UEFA Chief of Women’s Football, added: “This deal is a first for women’s football as this partnership between UEFA and DAZN and YouTube will make sure that the UEFA Women’s Champions League can be seen by the fans, by all the people who love this game, wherever they are on the globe. Such visibility changes everything, as the best female players and best women’s teams in the world can inspire more young girls and boys to fall in love with this sport. Together we are all bringing women’s football to the world and everyone who will tune in will truly make a difference to something bigger.”