DAZN
Corporate brand
UnclaimedDAZN is a global sports-entertainment streaming service focused on live and on-demand sports.
Last updated October 14, 2026
Overview
DAZN is a subscription-based sports-entertainment platform headquartered in London and operated through DAZN Group. The service was created in 2015 as part of the digital expansion of Perform Group, a sports-data and media business backed by Access Industries. Its central proposition was to make live sports available through internet-connected devices rather than relying exclusively on traditional pay-television packages. The brand name is pronounced “Da Zone,” reflecting its positioning around giving fans direct access to the sports they follow. DAZN initially concentrated on markets with strong broadband and mobile-video adoption. It launched in Japan in 2016, followed by Germany, Austria and Switzerland, and later expanded into Canada, Italy, Spain, the United States and other territories. The service has generally entered markets by acquiring or licensing selected sports rights, with the exact offering differing substantially from country to country. Its portfolio has included boxing, mixed martial arts, football, American football, basketball, baseball, motorsport and other sports. In some markets DAZN has held highly visible domestic football rights; in others it has emphasized combat sports, international competitions or magazine-style programming. The business model combines recurring subscriptions with selected pay-per-view or premium-event products, although packaging and pricing have changed by territory. DAZN has also distributed content through smart televisions, mobile applications, web browsers, connected-TV platforms, game consoles, set-top boxes and, in some markets, partner pay-TV services. Alongside consumer streaming, the wider group has maintained business-to-business activities involving sports content, production, media rights and commercial services. A major strategic shift occurred as DAZN moved beyond being only a direct-to-consumer streaming application. The group acquired or partnered with rights businesses, expanded its production capabilities, and developed a broader sports-commerce proposition. Its purchase of Eleven Sports’ global sports-media assets in 2023 strengthened its international rights, local-content and distribution capabilities, particularly in markets where Eleven already had established relationships. DAZN has also pursued commercial partnerships with telecommunications operators, broadcasters, leagues and clubs. DAZN’s growth has required substantial spending on sports rights, technology, marketing and local operations. That has made rights renewal, subscriber economics and pricing important recurring management issues. The company has periodically adjusted availability, packages and prices as contracts changed and as it sought a more sustainable balance between audience growth and the cost of premium rights. Unlike a general entertainment streamer with a relatively centralized catalog, DAZN’s value proposition is especially dependent on local rights ownership and the live-event calendar. Today, DAZN presents itself as a global sports platform rather than simply a single-channel replacement for pay television. Its activities include live and on-demand streaming, original and shoulder programming, event-based products, advertising and sponsorship opportunities, rights distribution, and services for sports organizations. The brand remains active internationally, but its precise sports catalog, subscription structure and market position vary by country.
History
DAZN emerged in 2015 from the digital-sports activities of Perform Group, which had developed expertise in sports data, online video and rights-related services. Backed by Access Industries, the business sought to build a global consumer streaming brand at a time when broadband connections, smartphones and connected televisions were changing how audiences watched live events. Rather than reproduce a conventional multichannel pay-TV bundle, DAZN was designed around internet delivery and market-specific sports-rights packages. The first significant launches came in 2016. Japan became an early test market for the proposition, while Germany, Austria and Switzerland provided a major European operating base. DAZN subsequently entered Canada, Italy, Spain, the United States and additional countries. In each territory, the service assembled a different mix of rights. This meant that DAZN was not a uniform worldwide channel: its commercial importance and subscriber proposition depended on local agreements with leagues, promoters, federations, broadcasters and distributors. Combat sports became one of the brand’s most recognizable content categories. DAZN invested in boxing and related promotional relationships, using live events and premium fights to attract subscribers and build a distinct identity. Football also became central in several European markets, while other territories featured sports such as baseball, basketball, American football, motorsport and niche competitions. The company supplemented live coverage with replays, highlights, documentaries, studio programming and other on-demand material. During its expansion phase, DAZN combined direct subscriptions with partnerships. Consumers could access the platform through applications and websites, while telecommunications companies, television manufacturers, pay-TV operators and other distributors helped extend its reach. DAZN also developed production and rights-distribution capabilities, allowing the wider group to operate across more parts of the sports-media value chain. The economics of sports streaming created continuing strategic pressure. Premium rights are expensive, contracts expire at different times and the importance of a particular property varies from one country to another. DAZN therefore adjusted its market presence, rights strategy, packages and prices over time. The group’s leadership also shifted as the business moved from rapid international expansion toward a greater focus on scale, monetization, partnerships and operational sustainability. In 2021, Shay Segev became chief executive of DAZN Group, and former Disney executive Kevin Mayer joined the group in an executive-chairman role. Under this leadership, DAZN increasingly described itself as a broader sports platform, with ambitions spanning streaming, rights, advertising, commerce and services for sports organizations. In 2023, DAZN agreed to acquire Eleven Sports’ global sports-media assets. The transaction increased DAZN’s access to local rights, distribution relationships and production capabilities and reinforced its strategy of combining global reach with market-specific sports offerings. DAZN remains active as an international sports-entertainment brand. Its principal consumer product is still the DAZN streaming service, but the wider group also participates in content production, rights distribution, business-to-business services, sponsorship and advertising. Its position continues to be shaped by the availability and cost of sports rights, regulatory conditions, consumer pricing and competition from traditional broadcasters and other digital platforms.
- 2023
Eleven Sports global assets acquisition agreed
[4]DAZN agreed to acquire Eleven Sports' global sports-media operations, subject to applicable conditions and approvals.
- 2021
Shay Segev becomes chief executive
[3]Shay Segev took over as chief executive of DAZN Group, with Kevin Mayer joining as executive chairman.
- 2018
Expansion into the United States and Spain
[1]DAZN launched in the United States and Spain, broadening its presence in North America and Europe.
- 2017
Expansion into Canada and Italy
[1]The service expanded into additional major sports markets, including Canada and Italy.
- 2016
Initial international launches
[1]DAZN launched in Japan and in Germany, Austria and Switzerland, beginning its international direct-to-consumer expansion.
- 2015
DAZN brand established
[1]DAZN was created as the consumer-facing sports-streaming initiative associated with Perform Group and Access Industries.
Products and positioning
A global, digital-first sports-entertainment platform providing live and on-demand sports through direct subscriptions, event products and distribution partnerships.
Sports streaming · 2016
DAZN subscription service
The core consumer service provides live and on-demand sports through web browsers, mobile devices, smart televisions, connected-TV platforms, game consoles and selected pay-TV or telecommunications partners. Content varies by territory and may include live events, replays, highlights, studio shows, documentaries and other sports programming. Subscription terms, prices and included rights are determined market by market.
Combat-sports programming
DAZN Boxing
DAZN’s boxing proposition has been a prominent part of its brand identity. It has included live fight cards, championship bouts, undercards, replays, analysis and promotional content. The exact schedule and rights relationships have changed over time and differ by territory, with some events included in subscriptions and others offered through premium or pay-per-view arrangements.
Football streaming
DAZN Football
Football coverage is a major component of DAZN’s offering in selected European and other markets. Depending on local rights agreements, the service may carry domestic league matches, international competitions, magazine programming and on-demand coverage. There is no single global football package: rights availability, exclusivity and packaging are negotiated separately in each market.
Sports-media services
DAZN business and rights services
The wider DAZN Group provides services beyond the retail subscription application, including sports-content production, rights distribution, digital media, advertising and commercial support for leagues, clubs, promoters and other sports properties. These activities help the group control more of the production and distribution process and support partnerships with rights owners and distributors.
Brand decisions
2023
Acquire Eleven Sports' global sports-media assetsM&ABackground
Eleven Sports had established rights, production and distribution relationships in multiple markets that complemented DAZN’s international sports-streaming operations.
Action taken
DAZN agreed to acquire Eleven Sports’ global sports-media businesses, expanding its local rights and operational capabilities.
Aftermath
The transaction strengthened DAZN’s strategy of combining a global platform with local sports rights, production and distribution infrastructure.
2021
Appoint Shay Segev as chief executiveOtherBackground
After several years of international expansion, DAZN sought leadership focused on scaling the platform and improving the economics of a global sports-media business.
Action taken
DAZN Group appointed Shay Segev as chief executive and brought in Kevin Mayer as executive chairman.
Aftermath
The group continued emphasizing global reach, commercial partnerships, rights distribution and a broader sports-platform model.
2015
Build a global direct-to-consumer sports platformStrategyBackground
Perform Group and its backers pursued an internet-first alternative to conventional pay television, using subscription video, sports rights and connected devices to reach consumers directly.
Action taken
The DAZN brand was established and developed as a market-by-market streaming service supported by sports-rights acquisitions, technology investment and distribution partnerships.
Aftermath
The strategy produced rapid international expansion but left the business highly dependent on the cost, exclusivity and renewal cycle of local sports rights.
Recent events
- 2023
DAZN acquires Eleven Sports' global sports-media assets[4]
M&A
DAZN agreed to acquire Eleven Sports' global sports-media businesses, expanding its rights portfolio, local-market operations and sports-content capabilities.
- 2021
DAZN appoints Shay Segev as chief executive officer[3]
Leadership change
DAZN Group appointed Shay Segev, previously associated with international technology and gaming businesses, to lead the group as it continued its global sports-streaming expansion.
- 2016
DAZN launches in Japan[1]
Product launch
DAZN began commercial operations in Japan, marking one of its first major direct-to-consumer sports-streaming launches.
- 2016
DAZN launches in Germany, Austria and Switzerland[1]
Product launch
The service expanded into German-speaking Europe, establishing an early regional base for its international growth.
Sources5 sources
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