Global sports streamer DAZN offers NFL Game Pass, FIFA Club World Cup and more. Zander Berlinski, SVP, strategy and business development, talks global strategy.What markets are responding best to football?
Regarding market responsiveness, the NFL has increased its international presence by hosting regular-season games outside the U.S. The NFL’s international expansion strategy includes hosting regular-season games in various countries, reflecting growing global interest in American football. In 2024, the league held five international games: one in Brazil, three in London, and one in Berlin. Building on this momentum, the NFL has announced plans for additional international games in Spain, Ireland and Australia. These initiatives indicate that markets such as Brazil, the United Kingdom, Germany, Spain, Ireland, and Australia are responding positively to American football, as evidenced by the NFL’s efforts to schedule games and expand its presence in these regions. We have seen strong growth in these markets and we have seen outsized growth in markets where DAZN has a large existing base to promote the product to including markets such as Japan, Italy, Germany, and Spain.
What opportunities do interactive features offer for brands and advertisers?
Our FanZone enhanced interactive features create new opportunities for brands and advertisers by leveraging DAZN’s expansive global distribution network. The introduction of dynamic pricing tiers and freemium content (such as the Free Game of the Week) has driven engagement, creating a highly engaged audience for advertisers to reach. For Super Bowl viewers, these enhancements mean unmatched accessibility, high-quality viewing experiences, and expanded commentary options, making it the most immersive way to watch the game internationally. To enhance the viewing experience, DAZN introduced the Ultimate tier, offering features like UltraHD streaming and Dolby 5.1 audio. Additionally, DAZN expanded NFL Game Pass availability by launching it on Amazon channels in six markets, increasing exposure and accessibility for fans.
How are you helping NFL to scale internationally?
DAZN is helping NFL’s international expansion by offering NFL Game Pass through its extensive global streaming platform. This partnership provides fans outside the U.S. with access to every NFL game, including regular season matchups, playoffs, and the Super Bowl. This has included drastically increasing the number of platforms the service is available on, cross-selling and promoting the sport to the millions of sports fans already on DAZN platform, localizing commentary of live games in 6+ languages, and bespoke marketing campaigns. In the first season of this collaboration, DAZN achieved a 30%+ increase in the NFL Game Pass subscriber base, indicating a successful strategy in attracting new international fans.
