‘Key Strategic Priority’: NFL Builds Global Footprint With DAZN Game Pass Alliance
Tuesday, February 7, 2023 at 08:48PM By Barry Janoff
February 7, 2023: As part of its on-going strategy to broaden and develop its football footprint worldwide, the NFL has signed a ten-year deal with DAZN Group to distribute NFL Game Pass International beginning with the 2023 season.
NFL Game Pass International enables people outside the U.S. (excluding China) to watch every NFL game throughout the regular and post-season, including the Super Bowl, according to the NFL.
NFL Game Pass International will be available as a standalone subscription or add-on package within DAZN’s app.
Financial terms were not released.
The NFL said this deal expands on a partnership that began in 2016 with DAZN (pronounced Da-Zone) as a broadcast partner in Germany and Japan, followed by distributing NFL Game Pass in Canada since 2017 and as a broadcast partner in Italy since 2018.
"Growing the NFL globally is a key strategic priority for the league and our 32 clubs,” NFL commissioner Roger Goodell said via the league. “We are excited to partner with DAZN to help us accelerate this effort.
“Our goal has always been to make our games available to as many fans as possible, and we are confident that DAZN's innovative viewing experience technology will best serve millions of viewers around the world while also engaging a new generation of international NFL fans."
The NFL’s global tactic includes annual games in the U.K., Germany and Mexico (except for the 2023 season due to renovations taking place in Estadio Azteca in Mexico City).
In January 2022, launched its International Home Marketing Areas platform, granting specific teams access to designated foreign territories for marketing and fan engagement.
Although initially anchored by boxing, global digital sports streaming service DAZN subscribers also have access to such sports as auto racing, MMA, soccer, triathlons, pool, darts, snooker, extreme spots via Red Bull TV and eSports.
"The NFL is the pre
mier sports media property, and DAZN is incredibly excited that they have chosen us as their international partner," DAZN CEO Shay Segev said via the company.
"DAZN is the only company that is single-mindedly focused on delivering the very best digital experience for sports fans worldwide, and I am confident that we will deliver a superb experience for NFL fans, while helping the league engage new markets and demographics in the sporting phenomenon that is NFL.”
According to the NFL, as part of the International HMA program, clubs will have access to international markets for at least a five-year term, during which a club will have rights to “pursue activities in that international market that are consistent with what they can do in their domestic HMA.”
This includes in-person and digital marketing, corporate sponsorship sales, fan events and activations, youth football activities, merchandise sales and co-marketing relationships with other sports and entertainment properties in the market.
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