DAZN and NFL Game Pass: Creating a New Playbook for Global Sports Streaming
Carlo De Marchis
Advisor. 35+ years in sports & media tech. "A guy with a scarf" Public speaker. C-suite, strategy, product, innovation, OTT, digital, B2B/D2C marketing, AI/ML.
Day 2 at SportsPro Madrid starts for me with a dual interview on a subject that is very close to my heart, as I spent numerous days and night obsessing about it: NFL Game Pass now on DAZN .
To this day the previous version of Game Pass is the widest and deepest OTT/streaming experience I had in my extensive career. My on-the-job masterclass on direct to consumer marketing too. Where I learned the significant difference between open digital experiences and those that have individual paying customers.
DAZN and NFL Game Pass: Creating a New Playbook for Global Sports Streaming
The partnership between DAZN and the NFL is rewriting the rules for how sports properties can expand their global reach through digital streaming. At SportsPro Madrid, NFL's Managing Director of International Media Sameer Pabari and DAZN's CEO of Growth Markets Pete Oliver revealed how their collaboration has evolved into a blueprint for international sports distribution.
A Game-Changing First Season
The numbers tell a compelling story: in its first year, the partnership drove subscriber growth of over 30%, validating the strategic decision to transition Game Pass to DAZN's global platform. "Game Pass International is the league's international direct-to-consumer streaming service," Pabari explained, describing how the service delivers comprehensive NFL content including live games, Red Zone, highlights, NFL Network programming, and NFL Films library content to fans in nearly 200 countries.
The decision to partner with DAZN was driven by three key factors, according to Pabari: DAZN's established global platform capable of delivering live sport at scale, shared commitment to innovation, and extensive distribution network. "We want to be where fans are," Pabari noted, "and the DAZN app is in lots of different places - web, mobile, installed on lots of different connected devices, set-top boxes, telco services as well."
Technical Excellence and Innovation
The technical improvements were immediate and significant. The previous platform had occasionally struggled with outages, but DAZN's infrastructure has delivered consistent, high-quality streams. The partnership's approach to innovation has been notably agile, with both parties emphasizing their ability to test and implement new features rapidly based on user feedback.
One telling example of this responsiveness came when NFL fans requested a change to the video control function. While DAZN's standard 30-second skip feature worked well for other sports, NFL fans preferred 10-second increments to match the typical length of a play. This seemingly small adjustment demonstrates the partnership's commitment to tailoring the experience for NFL's unique audience.
Localization and Accessibility
DAZN has prioritized making NFL content more accessible to international audiences through extensive localization efforts. The platform now offers commentary in multiple languages including Spanish, Portuguese, and German, significantly lowering barriers for non-English speaking fans. "We're bringing down that barrier of enjoying the NFL because we're making that alternative commentary available," Oliver explained.
The partnership has also introduced flexible payment options, including weekly passes and monthly installment plans, making the service more accessible to casual fans. A free tier allows potential subscribers to sample team-specific content before committing to a subscription.
Seasonal Engagement and Retention
Addressing a question from veteran sports digital strategist Carlo De Marchis A guy with a scarf about maintaining subscriber engagement during the off-season, both executives emphasized their comprehensive approach to year-round content and value. The NFL's strong off-season calendar, including events like the Draft and Combine, provides natural content tentpoles, while DAZN has introduced new features and subscription tiers to enhance value throughout the year.
"For both organizations, innovation is in our DNA," Pabari responded, highlighting upcoming features like MultiView, which will allow fans to watch up to four games simultaneously, and HDR streaming for enhanced visual quality. The partnership has also expanded beyond pure streaming, offering Ultimate tier subscribers early access to international game tickets and exclusive content.
International Growth and Live Events
The partnership dovetails with the NFL's broader international expansion strategy. The league is increasing its international presence, planning to host up to eight international games per year, including a newly announced game at Madrid's Bernabéu stadium. These events serve as crucial marketing opportunities for Game Pass, with DAZN maintaining a strong presence at international games and creating localized content with influencers and talent.
Future Vision
Both DAZN and the NFL see their partnership as a model for future sports media distribution. Oliver positioned DAZN as similar to Spotify for sports, suggesting that just as music and entertainment have gone global through digital platforms, sports will follow a similar path. The platform's ability to share data with leagues while maintaining the benefits of scale makes it an attractive partner for sports properties looking to expand their global footprint.
Looking ahead, the partnership continues to evolve. "We're very much enhancing the experience before the end of this season," Oliver noted, with plans to incorporate next-generation stats and additional interactive features. The focus remains on innovation and expanding accessibility while maintaining the authentic NFL experience that core fans demand.
The success of this collaboration offers valuable lessons for other sports properties considering their international distribution strategies. It demonstrates how traditional sports can leverage digital platforms to deliver authentic experiences to global audiences while maintaining the flexibility to adapt to local market needs and fan preferences.
The partnership represents more than just a content distribution deal; it's a template for how sports properties can expand their global reach while enhancing the fan experience through technology, localization, and innovative features. As both organizations continue to refine and expand their offering, they're setting new standards for what fans can expect from international sports streaming services.
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